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Parents ask Google and ChatGPT. Canal Toys answers.
For Canal Toys Germany, Maze & Friends rebuilt the shop, search engine optimisation and AI visibility. From June to August 2026, sessions rose by 328% and net revenue by 28% compared with the previous year.
Maze & Friends from Vienna rebuilt the shop, SEO and GEO for Canal Toys Germany. GEO means visibility in AI answers such as ChatGPT. The work produced 20 new product pages, six collections, 15 guides and twelve newsletter automations. From June to August 2026, shop sessions rose by 328% and net revenue by 28% compared with the previous year.
A brand nobody was searching for.
In France, Canal Toys is a strong brand for creative toys. In Germany, it was an unknown: hardly any searches, a blog without articles, product pages that didn’t answer parents’ questions, a newsletter that brought in no revenue.
On top of that, the shop worked technically but didn’t sell. The conversion rate, meaning the share of visits that end in a purchase, was below half a per cent. Tracking had gaps, and reviews were missing exactly where trust is built.
“What age is it for? Is it safe? When will it arrive?”
The three questions every new product page starts with.
How the project ran.
Every Maze & Friends project runs through the same nine steps, from the initial call to reporting. The list shows what actually happened in this project.
01Baseline measurementStarting values before launch: rankings, AI answers, checkout path. The brand appeared in zero of eight AI answers.
02Master plan in ten packagesProduct pages, collections, guides, newsletters, campaigns, backlinks. Each package with a volume and a deadline.
03One product page as the templateOne page built in ten stages, measured, then rolled out to 20 pages.
04Content in series15 guides, 20 newsletters, twelve automations. All following the same structure.
05Campaigns with real materialInfluencer videos as ads, sales campaigns for existing contacts and for new audiences.
06Monthly target-vs-actual reportEvery figure against the previous year and the target, with contradictions named openly.
01Initial call02Analysis03Proposal04Briefing05Workshop06Approval07Production08Launch09ReportingAnswers instead of product photos.
Every product page now answers what parents really ask: age, safety, delivery time, what’s in the box. Below that come reviews, FAQs and matching guides. The same logic runs through the blog, the newsletter and the ads.
Product pages in ten stages
Short subheadings, an answer block at the top, FAQs and reviews. 20 pages from one template, built for search and AI answers.
Guides that get found
15 articles on questions parents really ask. Answer block, table, FAQs and sources in every article.
Newsletters with a system
Twelve automations from welcome to win-back, plus 20 campaigns with subject lines written for parents.
Show, don’t tell.
Product video · Beauty CamWhat one summer produced.
Calculated across all measures, the shop reached a ROAS of 3 within one year: on average, every euro invested brought in three euros of revenue. That is an annual figure; the tiles below show summer 2026.
Sources: Shopify, Google Search Console, the client’s SEO tool. Period June to August 2026 compared with the previous year.
Reels and images from the project.
Reel · Beauty Cam
Reel · Instant Print
Three things that last.
Demand can be built
Where nobody searches for the brand yet, guides and product pages meet parents at their questions.
One template, twenty pages
Once something is built properly, it carries over to more pages without a new concept.
Every figure with a reference date
Target vs. actual in the monthly report replaces gut feeling, on the client’s side too.
Your project could be next.
In a free, no-obligation 30-minute call, we work out which of this fits your business. Afterwards, you get a fixed-price quote.
