Gen Alpha’s new mall is a game server

Only Got 2 Minutes? ⏱️

Revealed: Investing in Brand Campaigns = Higher AOV

For many finance teams, brand has become shorthand for expensive campaigns with little proven impact. The result= when budgets tighten, brand is often the first to be cut.

Marketers know this is a mistake, but they don’t have the data to prove it - until now.

🔐 Fospha’s latest research uses Bayesian network modelling to uncover the causal relationship between brand spend and commercial outcomes like conversions and AOV.

🍸 Meet us at The Lead Summit - drinks on us

ClickZ Media is hosting an informal drinks reception on 29 May at 4:30 PM, just a short walk from The Lead Summit venue—somewhere stylish in NYC’s FiDi district.

Expect bold conversation, sharp minds, and good wine—no speeches, no badge scans. Just the people driving the future of commerce.

🔒 Limited spots – Exact location revealed after RSVP

Top Stories 🧸

LEGO Teams with Gameloft to Launch Technic Supercars in Asphalt Legends Unite

LEGO's new partnership integrates Technic sets with digital gameplay in Asphalt Legends Unite, creating a seamless online-to-offline commerce loop that drives Gen Alpha engagement while boosting first-party sales through exclusive in-game unlocks and cross-platform storytelling.

Old World Christmas Taps Iconic IPs to Drive Collectible Gifting Demand

Old World Christmas taps iconic IPs to fuel nostalgia-driven buying, offering toy retailers a collectible-led strategy to spark early Q4 demand, grow average order value, and capture gifting revenue through exclusive DTC preorders.

Our POV 👀

Gen Alpha’s New Mall Is a Game Server

Forget the product grid—Gen Alpha is discovering toys while exploring game worlds. Last week, Roblox launched new Commerce APIs, letting brands sell physical products bundled with virtual rewards directly inside gameplay. No web redirects. No clunky checkouts. Just frictionless commerce inside a platform with nearly 100 million daily users.

That’s a major unlock for toy brands. Beyond sales, Roblox offers what traditional marketplaces don’t: access to first-party behavioural data like dwell time, interaction sequences, and repeat engagement—all critical for designing smarter launches and remarketing strategies.

For toy marketers, this is the moment to test unboxing-style activations on Roblox and YouTube Shorts, and start shifting budget toward owned experiences. Use UTMs to track what drives conversion. If a digital costume or collectible spikes in popularity, fast-track the matching toy to shelves. Add QR codes to packaging that unlock exclusive in-game items or levels—so the play doesn’t stop after purchase.