D2C Toy Brand — Spend up 3.8x. ROAS steady at 4.40x.
Toys & GamesUS · CA · AUJul – Dec 2025
Total revenue
$188,607
Total investment
$42,829
Purchases
1,676
ROAS
4.40x avg
Zero efficiency lost at 3.8x spend. Read that again.
The story
Six months of disciplined scaling: from $8.9K a quarter in validation mode to $33.9K through the holiday window — with ROAS held rock-steady at 4.40x throughout. $188,607 in attributed revenue from $42,829 in total investment, 1,676 purchases.
Quarter by quarter
Every dollar tracked. Every purchase attributed.
| Period | Spend | Revenue | Purchases | ROAS | CPP |
|---|---|---|---|---|---|
| Q1 · Jul–Sep | $8,897 | $39,256 | 379 | 4.41x | $23.47 |
| Q2 · Oct–Dec | $33,932 | $149,351 | 1,297 | 4.40x | $26.16 |
| Growth | +281% | +280% | +242% | stable | +$2.69 |
Where the performance came from
| Role — campaign names stay private | Spend | Purchases | ROAS | CPP |
|---|---|---|---|---|
| Top prospecting catalog campaign | $724 | 51 | 5.80x | $14.19 |
| Remarketing campaign | $3,955 | 166 | 5.74x | $23.87 |
| Seasonal campaign — US, CA, AU | $4,132 | 216 | 5.71x | $19.13 |
| Always-on main campaign | $8,787 | 309 | 4.35x | $28.44 |
Why it worked
Most accounts see ROAS compress as spend scales. This one defied the pattern: 4.41x in Q1, 4.40x in Q2 — a 0.01x variance across a 3.8x spend increase.
Q1 built the engine: creative format testing, top-performing catalog structures, remarketing audiences warmed before the season.
Q2 harvested: 27 campaigns — Black Friday, holiday catalog and retargeting stacks — drove 1,297 purchases and $149,351, a 280% top-line jump.
Cost per purchase rose only $2.69 quarter-over-quarter — a clear signal of healthy audience expansion, not fatigue.
The bigger picture
The Q1 foundation was the engine that powered Q2's surge. Validation before scale isn't the slow way — it's the only way that holds efficiency at 3.8x. Going into 2026: proven playbook, seasoned pixel, media engine ready for its next phase.
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