KTL
Toy Importer | Social media management & content creation
Social Media Management for a UK Toy Importer and Distributor
KTL is a UK importer and distributor of toys, supplying retailers, wholesalers and major buyers across the industry.
When KTL approached LUX Media & Production, they were at a pivotal point in the business. The company was moving from Kandy Toys into KTL, reflecting a wider shift in direction and a need to be seen as a larger, more established and more commercially credible business.
Despite the scale of the company, KTL had little to no active social media presence. Their online visibility did not reflect the size of their operation, the quality of their facilities or the level of service they provided to retail partners.
LUX Media & Production was brought in to manage the full social media presence for KTL, creating a B2B & B2C strategy led content approach designed to build awareness, strengthen industry credibility and generate more conversations with retailers, buyers and trade customers.
RESULTS
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More retailer enquiries new inbound conversations from retailers, buyers and trade contacts.
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Stronger trade credibility a social presence that reflects KTL’s scale, facilities and market position.
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Consistent B2B & B2C content system a structured social strategy built around awareness, trust and commercial opportunity.
[B2B] THE CHALLENGE
KTL had the scale, facilities and relationships of a major toy importer and distributor, but their social media presence did not show it.
Before working with LUX, the business had no clear social media strategy. Content was mainly limited to occasional LinkedIn posts, with inactive and inconsistent branding across Instagram and Facebook. Their large showroom, distribution facilities, product range and service offering were not being properly communicated online.
This meant KTL were not just underrepresented online. They were leaving commercial opportunities on the table.
In an industry built on visibility, relationships and trust, social media had the potential to support retailer awareness, generate new conversations and strengthen credibility with buyers, wholesalers and trade customers. Without a structured strategy, that opportunity was being missed.
The challenge was to build a social media presence that made KTL look as established, capable and commercially credible as they were in real life, while speaking directly to the right B2B audience.
WHAT WE DID
We created and managed a B2B social media strategy focused on building credibility, showing scale and helping KTL become more visible to the people who mattered most.
The aim was not to chase vanity views. The strategy was built around reaching targeted retailers, supermarket buyers, wholesalers and trade customers with content that showed why KTL was a trusted distribution partner.
We focused on taking people behind the curtain, showing the scale of the facilities, the care behind the service, the product range, the speed of operation and the level of detail that goes into supporting retail partners.
CREATIVE DIRECTION
The creative direction was built around making KTL look as established, capable and commercially credible online as they were in real life.
Rather than creating broad consumer content, we developed a targeted B2B approach designed to speak directly to retailers, supermarket buyers, wholesalers and trade customers. The focus was on showing the scale of KTL’s operation, the strength of their product range and the level of care behind the service they provide.
We used consistent faces from within the KTL team to build familiarity and trust, helping the brand feel more human while still positioning it as a serious importer and distributor within the toy industry.
[B2C] THE CHALLENGE
KTL’s product range had plenty to offer consumers, but too few people were seeing it.
With little consistent activity across Instagram and Facebook, there was limited content helping people discover the toys, see them in action or find something they wanted to buy. The opportunity was to bring the products beyond the showroom and into the feeds of the people most likely to enjoy them.
The focus was on building consumer awareness through content that captured attention, showcased the range and gave people a reason to engage. Growing views and reach would introduce the products to a wider audience, helping build familiarity and interest.
That visibility also had a commercial role to play. Products attracting attention from consumers give retailers a stronger reason to consider stocking them. Social media could help KTL show that their range was generating interest, supporting conversations with retailers through evidence of consumer engagement.
The challenge was to create a consistent consumer-facing presence that made the products more visible, more recognisable and more appealing, while giving retailers greater confidence in their potential.
WHAT WE DID
We developed a B2C content strategy designed to get KTL’s products seen, build interest and keep the range relevant to the people buying toys.
Views and reach were a key part of the approach. We focused on bringing products to life through engaging, accessible content that tapped into current trends and gave consumers a reason to watch, share and interact.
That attention also helped support the retail conversation. By showing which products were resonating with consumers, we gave KTL a way to demonstrate relevance and audience interest, helping retailers see how the range could appeal to their own customers.
CREATIVE DIRECTION
The creative direction centred on making KTL’s products feel fun, relevant and worth stopping to watch.
We put the toys at the heart of the content, using product demonstrations, playful moments and trend-led ideas to show what made them appealing. The focus was on capturing attention quickly and helping consumers imagine enjoying the products themselves or buying them as gifts.
The content was designed to feel natural in consumers’ feeds, with an accessible, energetic style that encouraged views, shares and engagement. For retailers, that response helped show which products were attracting attention and how they could connect with their own customers.
CONTENT PRODUCTION
LUX Media & Production handled the full content production process, from planning and creative direction through to filming, editing and final delivery.
Content was captured across KTL’s showroom, warehouse facilities, trade shows and the LUX offices, creating a varied bank of assets that built confidence with trade customers and brought the products to life for consumers.
We produced a mix of product showcases, demonstrations, facility tours, studio content and short form social videos. The production style balanced polished footage that showed KTL’s scale and service with playful, attention-led content designed to build consumer reach and engagement. This gave KTL assets tailored to LinkedIn, Instagram, TikTok and Facebook, while also supporting wider sales, website and marketing activity.
PLATFORM ROLLOUT
LUX managed the social media rollout across KTL’s platforms, turning an inconsistent online presence into a structured content plan that supported both trade relationships and consumer awareness.
The rollout began with one main piece of content per week, supported by regular Stories. Following its success, this increased to five pieces per week and daily stories, creating more opportunities to showcase products, build consumer interest and demonstrate KTL’s scale and service to retail partners.
Each post had a clear role, from driving views, reach and engagement among consumers to building credibility with buyers, wholesalers and trade contacts. The approach helped KTL grow visibility across both audiences, using consumer attention to reinforce product appeal while giving retailers more reasons to consider the range.
THE CREATIVE
THE IMPACT
KTL’s new social presence reflected the true scale of the business.
We positioned KTL as a bigger, more credible and more recognisable name within the UK toy industry by showcasing their showroom, distribution facilities, product range and team.
Since working with LUX Media & Production, KTL has continued to scale rapidly, expanding retailer relationships, securing more exclusive distribution rights and becoming the UK exclusive distributor for ZURU.
The content also had a clear offline impact. At trade shows, buyers and industry contacts recognised KTL team members from LinkedIn and Instagram, showing the strategy was building trust and visibility with the right audience.
Social media became a commercial tool for KTL, helping generate more retailer enquiries, open new trade conversations and support the company’s next stage of growth.
SERVICES DELIVERED
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B2B social media strategy
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B2C social media strategy
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Social media management
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Creative direction
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Content planning
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Video production
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Short form content
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Product showcases
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Product demonstrations
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Facility tours
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Trade show content
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Instagram content
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LinkedIn content
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Facebook content
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Stories
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Platform management
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Social media copywriting
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Website usable video assets