Indie Toy Maker Extex Quadruples Sales Using Facebook, Brandefined

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In one year, Extex Toys has seen a four-time increase in sales by incorporating social media into their marketing strategy. The toy company, owned by Fred Lay, partnered with Brandefined to design a Facebook campaign to create awareness, inspire interest, and ultimately increase sales of their signature product, Hijax stilts.

Extex Toys makes custom stilts that promote active health in children.

We have sold Hijax stilts for a couple of decades and this has been the best year we've experienced.

Brandefined, an Internet marketing company, focused on using video ads on Facebook to demonstrate Lay's most unique product: stilts. Extex Toys had difficulty communicating the benefits of the product to parents in the past, and these video ads became the key to solving that marketing dilemma.

“[Fred] has great videos showing the use of his products, both self-produced and user-generated. We wanted to show just how much kids love playing on Hijax and Lojax stilts, and what better way than with a video?” said Brandefined's Director of Creative Strategy, Chelsea Nodine.

These video ads gained massive reach, and soon traffic to began increasing. Once Lay saw the benefits of Facebook in action, his focus switched to converting this new traffic into sales. Brandefined's creative team recommended that Extex Toys take the next step from branding into full social media integration by using Facebook's page creation tool.

The tool allows businesses to build their own free webspace within Facebook's servers and take advantage of its incredibly vast user base. Once this page began collecting traffic, it allowed Lay to directly communicate with his interested clients through the Extex name, build conversations, and continue to educate parents about the benefits of his product. It also allowed users to share videos of their own experiences with the stilts.

“With a product as specific as stilts, people aren’t necessarily researching or shopping online yet,” said Nodine. “The videos made people aware of the stilts, which in turn increased sales.” Brandefined took advantage of this new content and created relevant video ads that continued to bring more users to the page.

Lay formed Extex Toys 1985 with the goal of sharing active toys for active children. The stilts, one of Lay’s main revenue sources, are his own invention. Since hiring Brandefined, Lay has seen his engagement grow and feels he made a valuable investment. He has seen a strong spike in sales for both types of stilts, and has learned a lot about using a Facebook page for his company.

"We have sold Hijax stilts for a couple of decades and this has been the best year we've experienced," said Lay. "This is something new for us and it seems to be working."

Social media sites like Facebook make it possible for small business owners like Lay to compete in an increasingly corporate world. Brandefined was formed with the goal of helping these business owners implement the same strategies that the big name companies use. This dedication to serving small and medium sized business owners led to the creation of the company’s motto “Big Brand Strategies, Small Business Solutions.”

Brandefined is located in Beaverton, Oregon, just outside of Portland. They offer a number of online marketing solutions for small to medium businesses. For more information, please call 1-888-406-9774 or visit their website at If you would like to find out more information about Extex Toys, please visit their website at or check out their Facebook page at

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Chelsea Nodine

Jesse Morgan
since: 11/2011
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