How does Moose Toys harness the universal power of play to connect generations, cultures, and creators?
On this week’s episode of Earned, Liz Grampp shares how the brand sparks imagination with hits like Bluey, builds bold creator partnerships (yes, even with MrBeast), and embraces its “Aussie audaciousness” to fuel innovation.
Liz pulls back the curtain on Moose’s approach to capturing attention during the all-important July–December season, guiding caregivers through purchase decisions, and keeping kids engaged through platforms like Instagram and TikTok. We also dig into YouTube’s evolving role in toy marketing, from the rise of scripted content to building authentic creator partnerships with names like MrBeast. Liz shares how Moose’s signature “Aussie audaciousness” fuels bold product innovation (yes, even the Fart Blaster) and inspires collaboration across teams and creators alike. As the conversation wraps, Liz reflects on the universal power of play to connect generations and cultures. She also underscores Moose’s commitment to building an inclusive, diverse team that shapes campaigns with global resonance. The result? A brand that balances creativity, community, and impact—showing just how meaningful toys can be in bringing people together.
Check out highlights from the episode below, or or tune into the podcast on Spotify, Apple Podcasts, or wherever you listen!
The following interview has been lightly edited for concision.
“We have shifted away from looking at subscriber counts to looking at engagement metrics. What does that look like? How can we measure that?”: Liz Grampp on how to measure ROI
Brit Starr: Let’s talk about measurement. You talked a ton about creating these cultural conversations and making sure that you're reaching all of your audiences. Obviously, sales is the end all be all. How do you get there? How do you connect the efficacy of a lot of this kind of top of funnel work that you do, like the acceleration of these cultural conversations and sales? What comes in the middle?
Liz Grampp: Our industry is an industry that's been around for a really long time, and marketing has changed so much in that time. The idea of sales measurement was so important, because it was the only data point we could get right. You make your product, you make an old school TV commercial, it runs, and then you measure how much it sells, and that was your lift. That was all the data we had. Our industry has traditionally been data blind, and part of that also is because, again, our core audience is children. Data is not collected on children, nor should it be, so we have to be very smart about using metrics that can help us put together a whole picture. At the end of the day, point of sale is all that matters. It is sales. If my team and I don't help the company deliver that sales goal for the year, then we didn't do our job, and nothing we did worked. We’re shifting to areas that help us measure how strong our activities are. Earned Media Value (EMV) is a perfect example of that, and we have really learned through our partnership with CreatorIQ. We’ve had incredible meetings with our top to top leadership, actually learning and discussing how we can use that metric more effectively to measure our success. We have shifted away from looking at subscriber counts to looking at engagement metrics. What does that look like? How can we measure that? How are we evaluating someone that we want to partner with, not based on what their reach is, but how active their audience is? That kind of data helps us.
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