The Challenge:
Salesforce’s characters have become iconic touchpoints of their brand, humanizing complex technology and building genuine emotional connections. What began with Astro Nomical has grown into a full Trailhead crew with characters that Salesforce users and employees can’t get enough of. Fans line up at events to grab the latest mascot swag, trade stickers at community conferences, and even resell rare plushies online for hundreds of dollars.
Brandy, introduced in 2021, is a fox who represents adaptability, analytics, and adventure – a moment maker and the official mascot of Salesforce Marketing Cloud.
In 2025, Guilda Hilaire, Saleforce’s Director of Product Marketing, came to our team with the dream of turning Brandy into Salesforce’s very first vinyl collectible figure. The challenge was to create something high quality, stable, and true to Brandy’s personality, all in the style of one of the most iconic collectable toys, with a goal for her debut at the Salesforce Connections marketing event in Chicago.
With years of experience partnering with Salesforce, we knew how important it was to get every Brandy detail exactly right.
The Solution:
Tactive teamed up with a specialized vendor to create a vinyl figure that perfectly captured Brandy’s essence and every character detail: right down to her smart watch! We collaborated closely to ensure she could stand on her own and maintain her iconic look. Our art team designed the packaging in-house to level up the collectible feel and highlight Brandy’s signature colors and personality.
Brandy made her official debut at Connections, where attendees lined up to win her (and other Brandy toys!) from a claw machine in the Community Hub. As expected, she drew a crowd of excited Salesforce fans eager to get their hands on the newest character collectible.
This wasn’t just a giveaway – it was a tactile brand moment, and a perfect example of how Tactive brings Salesforce’s boldest ideas to (real) life.
