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Cowabunga dude! Unleashing funny, ugly monsters to the world.

In an extremely competitive and challenging landscape of retail, the introduction of Fugglers, a quirky, funny and ugly new toy, marked a pivotal moment for Toy Monster, Walmart and TheHypeSociety. This case study delves into the meticulous planning, creative brilliance, and collaborative efforts that propelled Fugglers from concept to shelf, capturing the hearts and attention of consumers globally.
Toy Monster - Fugglers

Client Background

Welcome to the enchanting world of Toy Monster, where imagination knows no bounds and every playtime becomes an extraordinary adventure! As we unveil the magic behind the brand, prepare to embark on a journey filled with whimsy, innovation, and the boundless joy that only toys can bring. Toy Monster have licences for some of the worlds most well known toy brands including Jurassic World, Fuggler, Water Art, Eezy Peezy and many more. 


  • Limited budget to launch into an extremely crowded US market. 
  • Developing a creative and content strategy to support the launch of Fuggler. 
  • Coordinating between online awareness and selling through units in Walmart stores. 
  • Limited creative assets and UGC to support the campaign strategy. 

TheHypeSociety's Approach

TheHypeSociety's Approach

Creative Strategy

Our creative team was able to use the static assets and creative messaging to build a series of social assets for Facebook, Instagram and TikTok that created impactful TOF awareness of the 2 new series of Fugglers (TMNT and Lab Misfits)

Key Messages

Weaving a web of humour and charm, Fuggler’s key messages were meticulously crafted by TheHypeSociety to showcase the unique attraction of these funny and ugly toys. Emphasising their quirky personalities, distinctive charm, and undeniable humour, our focus was on delivering clear and concise messaging that highlighted the one-of-a-kind qualities of Fugglers. These messages were seamlessly integrated into diverse campaign elements, ensuring a consistent narrative that resonated with the audience’s sense of uniqueness and playfulness.

Audience Development

TheHypeSociety conducted thorough research to identify and understand the target audience. Demographics, interests, and online behaviour were taken into account to create buyer personas. By understanding the audience’s needs, the campaign aimed to provide tailored positioning and content that would resonate with potential customers.


Harnessing the power of finely crafted buyer audiences and personas, TheHypeSociety strategically deployed targeted campaigns on Facebook, Instagram, and TikTok for Fuggler. Tailoring criteria such as location, demographics, and online behaviour, these campaigns ensured that the ads reached individuals most likely to be enchanted by the mischievously delightful world of Fuggler toys.


Continuous optimisation played a pivotal role in the success of the campaign. TheHypeSociety regularly monitored the performance of ads, analysed data, and made strategic adjustments to enhance campaign effectiveness. This involved A/B testing, refining audience targeting, and optimising ad placements to achieve the best results within the set budget.

Campaign Results

The collaborative efforts of Toy Monster and TheHypeSociety resulted in an insanely successful retail sales campaign:


TMNT (Teenage Mutant Ninja Turtles) series sold out online in less than 7 days


Over 400,000 total units were sold throughout the 4 month campaign period in Walmart stores, in the USA.


Our social media campaign was the sole investment in awareness for the 2 new collections.


THS developed an impressions and reach strategy that was able to get up to 150,000 daily impressions on avg, with peak days of over 1,500,000 in reach over a daily spend of less than $300 AUD.


TheHypeSociety’s strategic approach to creative development, messaging, audience targeting, and ongoing optimisation proved instrumental in this activation’s success. This case study highlights the importance of a comprehensive strategy, content strategy, audience refinement, and data-driven approach in creating successful sell-through, ultimately driving retails sales and brand recognition.