A TOY A DAY MAY
TOYHAUS STUDIO ORIGINAL CAMPAIGN
branding ✦ social media strategy ✦ photography
What started as a fun side project has become a beloved, community-driven tradition. We started the #AToyADayMay hashtag campaign in 2021 as a month-long photo challenge to connect with fellow designer toy collectors and get a glimpse into their collections. Every May, we release a new set of daily prompts designed to encourage creativity and showcase the weird and wonderful stories behind collectible toys. Our campaign assets include prompt graphics, branded participant recaps, post templates, and recurring reminders on stories. Now in its 5th year running, #AToyADayMay has grown into a dynamic, user-driven campaign with over 3.5K+ unique posts (and counting!) since launch.
The 2025 #AToyADayMay challenge alone saw 500+ participant posts, 83.7K+ potential impressions, and a cascade of genuine engagement across Instagram. Collectors around the world shared stories, staged skits, and found new ways to appreciate their collections.
One collector told us:
“I’d taken a break from photos for a couple of years there as I’ve got a lot of health issues going on so this really helped me get back into it and feel creative again. Thanks so much!”
At its heart, #AToyADayMay is about community. There’s such a joy in seeing how someone halfway across the world interprets the same prompt in a completely different way! Each year, we’ve been surprised and delighted by the unexpected connections people make, the stories they tell through objects, and the level of creativity that comes out of something so simple. It reminds us that collectibles are vessels for self-expression, identity, nostalgia, and imagination.
