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Intertoys
Case Study
About Intertoys
With over 200 locations, Intertoys is the premier toy retail chain in the Netherlands, dedicated to transforming traditional shopping into well-organized “play worlds.” Their environments are designed to inspire discovery and fun, successfully anchoring an immersive, family-friendly experience within the physical retail space. To ensure this iconic brand remains future-proof, Intertoys chose to implement a sophisticated phygital retail strategy—a digital layer that supports the personal shopping journey through seamless, modern integration that bridges the gap between tactile play and digital convenience.
Objective
Intertoys operates in high-traffic shopping districts where capturing the attention of distracted passersby is a constant challenge. The primary goal was to increase visibility and naturally activate customers to step inside while digitizing various forms of in-store communication. Once inside, the brand needed a way to inform and engage shoppers about new releases and promotions without compromising the playful character of the store. The challenge lay in designing an integrated digital solution to create a phygital retail experience that is flexible, scalable, and easy to manage across diverse store formats.
Our Solutions
Through a strategic partnership, Mood Media and Intertoys developed an innovative digital retail formula that empowers the customer journey. This integrated program provides opportunities for visual inspiration and consistent brand engagement across every phase of the store visit.
Digital Signage
High-impact visuals – Digital Promo Board
To capture attention immediately upon arrival, Mood Media implemented high-impact digital promo boards at store entrances. These displays serve as dynamic communication touchpoints for the latest campaigns and product launches. Engineered specifically for intensive retail environments, the digital promo board is housed in a durable, mobile casing that offers exceptional mobility and versatility. Fully integrated with the Harmony platform, these flexible units ensure Intertoys can deliver up-to-the-minute messaging exactly where it’s needed most.
Immersive Visuals per Play World
Inside the store, digital signage enhances the experience within specific product categories. These screens support navigation and bring global campaigns to life, with content meticulously tailored to the dynamics of each “play world.” Mood Media handled the delivery and custom installation of these screens, ensuring a consistent, scalable visual solution that integrates perfectly into both compact city stores and spacious XL formats.
Mood Harmony™ – One platform, endless flexibility
Powering this digital transformation is Mood Harmony—Mood Media’s central content management platform. Through Harmony, the Intertoys marketing team centrally orchestrates all screen content, allowing them to plan and roll out global campaigns with precision. This intuitive interface enables new visuals to go live across the entire network within minutes, ensuring the brand stays attuned to seasonal trends and new releases.
Music
A cheerful in-store experience for the whole family
Music plays a defining role in the Intertoys experience, creating an atmosphere where both children and parents feel welcome. The custom music program is designed to support the brand’s energy through four clear pillars:
Family Friendly
A musical mix that connects multiple generations.
Trustworthy
Familiar sounds that ensure a relaxed shopping environment.
Playful
Cheerful rhythms that align with the brand’s character.
Accessible
Feel-good tracks that inspire engagement.
This curated selection provides a consistent sound that supports the shopping journey without overpowering it, acting as a vital element within the multi-sensory retail environment.
Results
The digital retail formula provides Intertoys with a future-proof foundation for brand excellence through sight and sound. Thanks to a flexible AV infrastructure and the central Harmony platform, store communication is now managed with peak efficiency, ensuring every campaign is synchronized across the entire estate.
This integrated approach has activated a recognizable, dynamic brand experience that supports Intertoys’ position as a retail specialist. Beyond permanent locations, the solution’s inherent flexibility allows for easy integration into pop-up stores and major events like LEGO World, ensuring brand integrity is maintained everywhere the Intertoys mission comes to life.
“For 50 years, visiting a physical Intertoys store has been a magical experience for all ages. We see our stores as our brand's most important marketing asset. Adding a digital experience to the physical store not only enriches the shopping experience but also bridges the gap between our online activities and the offline world. This allows us to inspire and activate people of all ages in our mission to encourage playing as much, as often, and for as long as possible.”
– Celvin de Bie, Head of Marketing @ Intertoys
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