Jaiman Toys sells collectible toys. It is a niche, and it is easy to see a niche as a limit. We saw it as an audience: people who care a lot about a small number of things, and who are happy to follow a brand that cares about them.
The shift: collector first
We moved the content towards a collector-first approach. Instead of generic toy videos, we spoke directly to the interests and passions of toy enthusiasts, with premium, detail-driven videos that make every piece worth a closer look. We also managed the brand’s social media to keep a consistent digital identity.
A familiar face
In September we introduced Keerat as Jaiman Toys’ in-house creator. A familiar face gives a collector community someone to connect with, and it made the page feel more personal.
The numbers
Instagram’s figures for 16 September to 15 October:
- 1,799,298views, up 23.4% on the period before
- 18,774followers, up 3.7%
- +654net new followers
- 10K to 18.7K+followers since May 2026
What we took from it
- Know exactly who you are talking to, and talk to them.
- Show the detail. Collectors care about the small things.
- Give the community a face to follow.
- Keep the look consistent so every video feels like the same shelf.
The page is still growing, and so is the community around it.