Doll & action figure marketing agency

Figure tiles compete on the same GTIN across many stores, so the click goes to the store with the right price, a clear image and a trusted shipping promise. Titles should read Line, Character, Scale, Wave, such as a six-inch figure listed by its line and wave rather than a warehouse code. We split collector lines from playline dolls into separate campaigns, because their margins, competition and buyers differ, and we set preorder items in their own campaign so their longer ship window is priced into the bid.

Search ads capture character-name queries and the parent queries a tile cannot serve, such as doll clothes to fit an eighteen inch doll. Licensed character names can appear in ad text where you genuinely resell the product, but trademark holders can restrict that, and copying manufacturer marketing images into ads is the fastest route to a policy strike. Release-day budgets are set in advance to the date, and December runs on the gift side.

Collector creative is the unboxing: the case opened on camera, the chase figure found, the articulation tested, the box corners shown. TikTok and YouTube collectors make this content anyway, and a store that ships case-fresh boxes earns their videos. Parent creative is the doll in play with the outfit pack and the sibling's matching doll. We brief both and never run them to the same audience.

Audiences are adults only. Collectors are reached through engagement with your unboxing content, past purchase of the line, and lookalikes built from wave buyers. Parents are reached through parenting interests in the peaks. Licensed characters in creative should be your own photographs of stock you sell, not studio artwork, because Meta's intellectual property review takes down ads that use rights-holder imagery. Retargeting moves from the unboxing to the preorder page to the full-wave bundle, and release-day countdowns run to owners of the line first.

The GTIN is the whole game for licensed figures. Every item carries the manufacturer's barcode so Google can match it and compare it, and a missing or wrong GTIN puts the item at a disadvantage against every other store selling the same figure. Preorders use availability set to preorder with an availability_date, which Google requires for that status, and the date has to be updated when the manufacturer slips. Allocated items need stock counts wired to the feed so the listing stops the moment the allocation is sold.

Scale, wave and case assortment go in product_detail, character and line in the title, and age_group is set to the grade on the box, which for collector figures is often adult even though the product is a toy. Condition is new for sealed stock and used for loose or opened figures, which should be separate items. Dolls with hair or skin tone variants share an item_group_id. Images are your own photographs of the packaged product, not the manufacturer's render.

Collectors ask assistants when wave three of a line ships, which figures are in a case assortment, whether a store ships boxes in protectors, and which outfit packs fit a particular doll. A store that publishes a release calendar, a case breakdown per wave and a doll fit chart is what the assistant quotes. We build a release calendar page that updates as dates move, a page per line with its waves and chase figures, and a fit guide for dolls and their clothing lines.

Collection pages are organised by line and wave for collectors and by age and doll size for parents, with real copy rather than filters. Product pages carry scale, wave, character, condition and the shipping promise as text. A page explaining how you pack and ship collector boxes ranks for the trust questions that decide the sale. Structured data on products with the preorder availability lets assistants answer with your date rather than a forum guess.

The programme is a release calendar. Owners of a line hear about the next wave's preorder before it goes public, with a link that holds their allocation for a short window. Preorder customers get a ship-date update when the manufacturer moves the date, before they have to ask, and a charge notice before the card is taken. Restock alerts on sold-out figures are the highest-converting message the store sends.

Parents get a wardrobe flow keyed to the doll bought, introducing the outfit pack, the furniture and the friend over the months after purchase, and a birthday capture that asks for the month. December sends split collectors from gift buyers so a chase-figure alert does not go to a grandparent. Post-purchase flows for collectors ask for a review that names the box condition on arrival, which is the review the next collector reads. SMS is kept for preorder opening, ship-date changes and restocks, because those are the messages collectors want in the minute.