Scaled kids’ loyalty program 10x into a growth engine.

Turned a kids loyalty program into a driver of brand loyalty and retail sales

What started as a fun way to engage kids became something much more: a measurable growth engine. A top toy company wanted to understand whether its kids loyalty program could go beyond brand building and meaningfully drive repeat purchase, product awareness, and long-term loyalty.

We scaled the program from just over 100,000 members to 1 million by formalizing recruitment and renewal, and by using direct feedback from kids to continuously improve the experience. The program evolved into something kids looked forward to and something parents trusted.

We doubled down on the content kids loved most, especially the comic section, and expanded “by kids, for kids” features based on ongoing feedback. Product launches were integrated seamlessly into the experience, transforming the program into a go-to-market channel that deepened engagement and drove sales both online and in-store.

Result
10x membership growth
2–3x higher purchase frequency vs. non-members