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The toy industry in Spain suffers from a marked seasonality as a result of the concentration of the sales in Christmas. Social networks sites allow brands to interact with customers throughout the year and to reinforce their relationship during its key sales period. This paper presents the first study of the campaign carried out by the toy sector on Facebook. We have codified all the messages posted by six major toy brands on their profiles for three months (November, December and January). We addressed the objective of messages, the use of multimedia resources and the interaction between brands and users. It is concluded that the strategies of the brands are different from what they do in offline media. Hence, they get better user participation. [ABSTRACT FROM AUTHOR]