Gift exchange series Toolroom Takeover gains 6M views: How brands can reinvent Secret Santa for holiday campaigns

By Chloe James - 21 Aug 2026
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Posted by Chloe James in Analysis

3 weeks ago

Toolroom Takeover has returned for a successful second outing, proving there is still room to reinvent the Secret Santa format through serialised creator content. The custom tool and gift exchange was first launched by hobby machinist Erik (Erik not Eric) in August 2025. Last year’s edition saw engineering YouTubers – including Alec Steele, Rowan (Not…

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