Play, Everywhere: Growing Intertoys from TikTok Test to Total Content Partner

The Potential

‍Intertoys, a much-loved Dutch toy retailer, needed to stay relevant with a new generation of digital-native kids and their parents. They came to us initially for TikTok, but the real opportunity was to evolve from a one-channel experiment into a long-term, full-funnel creative partnership that could modernise the brand across social, video, TV, OOH and retail assets.

The Insight

‍When it comes to toys, families don’t want ads – they want to feel the play. If Intertoys could show up like a creator, not just a retailer, it could earn attention across generations and channels.

The Idea

‍Start small, earn trust, then scale. We launched Intertoys on TikTok with high-impact, social-native storytelling, then evolved into an always-on creative partner across YouTube formats, Sinterklaas TV commercials, out-of-home campaigns and the annual Playbook photography. Together with a new Head of Marketing, we turned Intertoys into a brand that behaves like a playful content studio – leading all the way into its 50-year anniversary platform.

The Impact

‍Intertoys moved from “traditional toy retailer” to a playful, always-on presence in kids’ and parents’ feeds, living rooms and streets. The LEGO fan + Toy Testers series became a recurring favourite, Sinterklaas TVC work deepened emotional connection, and the Playbook photography made real play moments the hero. Intertoys is now seen as a living part of Dutch play culture, not just a store.

“Brand Potential didn’t just make content for Intertoys – they helped us behave like a brand that plays, everywhere.” – Head of Marketing, Intertoys