Magna-Tiles
#1
in magnetic building toys
65%
of consumers now prefer Magna-Tiles
118%
Q4 revenue growth YoY on magnatiles.com
the challenge
Magna-Tiles held strong brand awareness, but genericization and aggressive challenger brands were threatening market share. The brand needed to reassert its leadership, rebuild emotional relevance, and align DTC and retail performance under a cohesive strategy.
1
A genericized brand name that weakened differentiation and premium perception.
2
Increased competition from lower-cost challenger brands capturing category share.
3
Difficulty standing out across DTC, Amazon, and major retail partners.
4
Fragmented media efforts that limited efficiency, awareness, and conversion performance.
the philosophy
Focused on building the media and retail conditions required for long-term leadership.
The goal was to unify brand storytelling, performance marketing, and retail expansion into one scalable, insight-led ecosystem that restored Magna-Tiles’ originality and cultural relevance.
the insight
Parents Needed More Than a Toy. They Needed a Tool for Creativity and Confidence.
By reframing Magna-Tiles not as a toy but as a tool for meaningful, imaginative play, the brand could emotionally reconnect with families, elevate its purpose, and reassert its role as the original creator of magnetic building.
the solution
A Full-Funnel Brand Platform and Omnichannel Growth Engine
Mass Culture and Brains partnered to develop “Build On,” a cinematic brand platform and performance system designed to reclaim leadership and drive omnichannel scale.
A Cinematic Brand Platform and Storytelling Ecosystem
Full-Funnel Performance Strategy Across All Major Channels
Retail Partner Activation and Integration
Signals-Based Optimization and Audience Expansion
the results
A Return to Category Leadership and Record-Breaking Growth
The “Build On” platform delivered transformative brand and business impact.
Prev
Year
Year
+19%
YoY retail sales growth (Q4)
Prev
Year
Year
+42%
YoY lift in unaided brand awareness
Prev
Year
Year
+19%
YoY Amazon revenue growth
The summary
Magna-Tiles successfully reclaimed its position as the original magnetic building brand, backed by a modern platform, unified media system, and omnichannel strategy built for long-term category leadership.
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