Overview

Toynk is a fandom-focused brand offering a wide range of pop culture-inspired products, from bathrobes and area rugs to kitchenware and clothing. Whether fans are passionate about a TV show, movie, or video game series, Toynk provides fun, creative ways to celebrate their favorite franchises through unique merchandise.

I worked across paid social, email, and landing pages to help design new product launches, hot items, and themed collections.

Challenge

Toynk needed to increase engagement and sales while promoting a constant flow of new products, limited releases, and franchise-based campaigns.

The challenge was creating work that felt authentic to each fandom—capturing its tone, energy, and visual identity—while still maintaining a cohesive brand presence.

Solution

I developed a creative approach centered around fandom-first design—allowing each product line or franchise to inform the visual direction, while anchoring everything within a consistent Toynk system.

The goal was to make each campaign feel immersive and specific to the audience, without losing overall brand cohesion.

Visual direction included:

• Product-led art direction, where each collection dictated the visual tone, color, and energy.

• Custom illustrations and themed environments to bring each fandom to life.

• Flexible brand elements that could adapt across franchises while maintaining consistency.

I translated this across email, landing pages, and paid social. Each campaign featured unique, theme-driven visuals—built around the specific fandom or product line—while consistently incorporating Toynk’s core brand elements to maintain brand recognition.

I created custom backgrounds, illustrations, and layouts for each release, ensuring every piece felt distinct, immersive, and aligned with the expectations of that fan base. This approach also allowed Toynk to scale a high volume of campaigns without feeling repetitive—keeping content fresh, relevant, and deeply connected to each audience.

Outcome

By pairing franchise-specific creative with performance insights, we increased engagement, expanded reach across key fandoms, and drove significant revenue growth, including a 150% lift through an expanded email strategy.