Zapf Creation AG is a German manufacturer of toys based in Rödental in Upper Franconia. The company is known for its functional dolls "Baby Born" and "Baby Annabell" and is one of the largest and most successful players in the sector of children's toys. Adapting to the need of efficiency and the importance of digital marketing, they have chosen to cooperate with the award-winning e-commerce agency Lemundo. Together, they have created new ways to personally and deeply reach their customer audiences through YouTube (organic and paid) as well as Amazon – and were able to achieve huge successes with this combination of push and pull marketing.