Baby Three
Collectiable | Social media management & content creation
Building Baby Three’s UK Social Presence From Zero
Baby Three is a blind box collectible brand that had already built major demand across Asia and America before launching into the UK market.
When LUX Media & Production began working on the brand, Baby Three was still new to UK consumers. The goal was to introduce the product, build awareness, create demand and help the brand grow in the UK without oversaturating the market.
We built Baby Three’s UK social presence from zero, managing the full strategy, filming, editing, posting, captions, community management and platform rollout across TikTok, Instagram, Facebook and YouTube Shorts.
The strategy focused on collectability, scarcity, customisation and product discovery. We wanted Baby Three to feel exciting, slightly hard to find and naturally talked about by fans, collectors and new audiences.
THE CHALLENGE
Baby Three was already huge internationally, but the UK market was still largely unfamiliar with the brand.
The challenge was to launch Baby Three in a way that made people understand what it was, why it was different and why they should want to collect it.
The content needed to build consumer demand while keeping the product feeling exclusive and hard to find. It also needed to support wider retail growth by creating enough awareness and excitement to help the brand move from smaller toy shop chains into larger, more established UK retailers.
This was not just a launch campaign. It was about building the foundations of a UK fanbase.
WHAT WE DID
LUX Media & Production built and managed Baby Three’s UK social media presence from the ground up.
We set up the platforms, created the strategy, produced the content, managed the posting schedule, wrote captions, handled community management and rolled the brand out across TikTok, Instagram, Facebook and YouTube Shorts.
The content approach was built around product discovery, collectability, scarcity and customisation. We wanted people to understand the blind box concept, get excited about the different characters and feel the chase of finding rare designs in store.
A key part of the strategy was creating a content ecosystem that could fuel natural UGC. Rather than making Baby Three feel forced into the UK market, we wanted the brand to feel like it was being discovered, shared and talked about organically by collectors, fans and new audiences.
CREATIVE DIRECTION
The creative direction focused on making Baby Three feel collectible, desirable and slightly hard to find.
A key part of the strategy was building content around what made the product different. Unlike many collectibles, Baby Three has a much deeper world behind it. The characters are customisable, with interchangeable faces and outfits, giving fans more ways to personalise, collect and connect with each one.
The product range also gave us a major creative advantage. With multiple series, different character styles and a wide lineup of designs, there was a Baby Three for different personalities, tastes and types of collectors. Combined with the quality of the product, this gave the brand a stronger premium feel than many other collectibles in the same market.
We used this to shape content around discovery, collectability and personal connection. Unboxings, rare finds, character reveals, outfit changes and face swaps became simple, repeatable content formats that helped audiences understand why Baby Three was different.
To bring the UK launch to life, we also created a storyline around Baby Three arriving in the UK. We filmed the characters across London landmarks, adding another layer to the launch and making the brand feel like it had officially landed in the market.
The tone was playful and consumer friendly, but the objective was commercial: build demand, increase recognition, encourage natural UGC and support retail growth.
CONTENT PRODUCTION
We created a mix of social first content designed to introduce the brand and make the product instantly understandable.
This included unboxings, character led videos, product reveals, trend led content, public content, influencer style videos, studio content and London based launch content.
The production style was built around platform behaviour. Some content was fast, native and trend aware. Other content was cleaner and more polished, helping the brand feel professional while still staying fun, playful and accessible.
Every format had a role. Unboxings helped explain the blind box concept. Character videos helped build connection. London landmark content helped tell the story of the brand arriving in the UK. Product showcases highlighted the quality, customisation and variety across the range.
The aim was to create content that made people stop, understand the product quickly and want to collect it.
PLATFORM ROLLOUT
LUX managed the full rollout across TikTok, Instagram, Facebook and YouTube Shorts.
Starting from zero, we built the accounts around consistent product discovery, character led storytelling and community engagement. The rollout was designed to help new audiences understand the brand, while giving collectors and fans a reason to keep watching.
Captions, posting, community management and content sequencing were all handled by LUX, creating a clear launch presence across the platforms that mattered most to the target audience.
The strategy was not built around vanity views alone. It was built to create awareness, support demand and help Baby Three become a recognisable collectible brand in the UK.
THE CREATIVE
THE IMPACT
Baby Three launched into the UK with a social presence built to create demand.
The content introduced the blind box collectible concept to a new market, generating over 2M views, more than 100K likes and a best performing video of over 200K views.
By building the strategy around collectability, scarcity, customisation and product discovery, we helped create an ecosystem where fans and customers could naturally create their own content around unboxings, rare finds, outfit changes and character reveals.
As awareness grew in the UK, Baby Three was able to expand into larger retailers including Smyths Toys, Selfridges, The Entertainer, Morrisons and more.
The social strategy helped turn Baby Three from a new product in the UK into a recognisable blind box collectible brand with growing consumer demand, natural UGC potential and a stronger retail presence.
SERVICES DELIVERED
UK launch strategy
Social media management
Content strategy
Creative direction
Community management
Short form video production
Unboxing content
Product reveal content
Character led content
Trend led content
Studio content
London launch content
Platform rollout
UGC strategy
Product USP storytelling
