CASE STUDY
Making Toy Discovery Shoppable
See how Vudoo powered Mattel’s first global commerce media activation, turning toy discovery into shoppable moments.
+122%
uplift in Mattel product units sold
5.6x
industry benchmark for interaction rate
+136%
uplift in total transaction value
Reaching parents when inspiration strikes
Parents are often inspired to buy toys in fleeting moments – between busy schedules, errands, and family life. Mattel wanted to capture those moments by making it effortless for parents to shop Fisher-Price products the instant inspiration struck. The goal was twofold: build brand awareness and create interactive, shoppable experiences without adding friction to the journey. At the same time, Mattel aimed to expand into new channels and capture actionable data to fuel smarter, more effective campaigns in the future.
Shoppability across every screen
Mattel stepped into new territory with its first-ever global commerce media campaign. Using Vudoo’s Cart Starter solution, Fisher-Price ads became interactive storefronts that guided parents from discovery to checkout – all within a single ad unit.
Integrated with Amazon’s Product Advertising API, the experience allowed viewers to browse toys inside the ad catalogue, add items to their cart, and complete their purchases seamlessly through Amazon. Distributed via Yahoo DSP and the News Corp network, the campaign ran across display and video placements to reach parents in premium publisher environments.
The experience extended into the living room with a first-to-market CTV activation on Tubi. A simple QR code connected viewers to a Vudoo-powered, mobile-first interface, making it easy to shop on their phones. Every interaction was captured, giving Mattel valuable insights into consumer engagement and product interest across formats.
3x
industry benchmark for CTV QR code scans
+507% uplift
in top product unit growth
4x
industry benchmark for VPAID ad interactions
The results
What is usually a passive ad experience became an interactive, shoppable one. Audiences responded strongly, with engagement rates 5.6 times higher than industry benchmarks. This surge in interaction drove clear sales impact, with product units sold up 122% and total transaction value rising by 136%.
By activating the full funnel, from building awareness to enabling instant transactions, the campaign delivered valuable insights to guide future omnichannel strategies. Mattel also saw in-store sales more than double year-on-year, proving the halo effect of digital engagement on offline behaviour and demonstrating the power of combining premium creative with shoppable technology.
Looking ahead, the rich intent and engagement data captured through Vudoo will help Mattel craft even more relevant ad experiences, refine targeting, and unlock new opportunities for optimisation in future campaigns.
“We’re proud to have supported this industry-first through Yahoo’s DSP. By layering behavioural insights with shoppable creative, we delivered precision performance across premium environments, including Tubi’s growing audience.”
Maddie Basso
Head of Yahoo, DSP Australia
"This campaign is a textbook example of what happens when we tear down the wall between brand and trade. With Vudoo’s layer, we’re seeing media not just influence intent, but complete the sale. It’s a clear signal that commerce media isn’t coming – it’s already here."
Andy Holford
Chief Product Officer, IPG KINESSO Commerce
“At our recent All Screens event, we showed how Tubi is redefining connected TV in Australia. This activation is the blueprint for what’s possible, where content and commerce merge in a viewer-first way, delivering incremental results and measurable retail outcomes,”
Pippa Leary
Managing Director, Client Product, News Corp Australia
“Through the Afterpay Media Network’s precise audience targeting capabilities, we helped the brand connect with parents at the perfect moment, turning passive viewing time into an intuitive shopping experience. The remarkable increase in total transaction value demonstrates how commerce media is evolving to deliver real business impact and showcases the power of meeting consumers where they are,”
Andrew Gilbert
Afterpay Ads lead, ANZ