Unintended Audiences - Vol. 21

When brands accidentally become successful.

In the endless churn of social media content and viral trends, every other day it feels like there’s a new cult classic that graces the internet, spreading like wildfire to trendy consumers looking for something aspirationally cool or interesting. What I find specifically fascinating, and perhaps earnest, is when it feels accidental. Sometimes, a product or a brand shoots into popularity, specifically with an audience it wasn’t really ‘intended’ for. There are two powerful examples I’m going to discuss in this article, and they both speak to how and why things can go viral, especially by ‘accident’.?

The first example we came across was the resurgence of toys and stuffed animals amongst adults. For a long time, toys were seen as relics of childhood—a phase to be outgrown and left behind. It wasn’t ‘cool’ to still be into Barbie at 13 (and boy did I learn that the hard way). This has become more exacerbated at the reshaping of ‘girlhood’ specifically ; how women embrace emblems of girlhood (girl dinner, girl math, I’m just a girl <3) and young girls are expected to grow up unspeakably fast (ie. the Sephora Tween phenomenon). We’ve written about this before, but in this example I’d like to keep it in the realm of adults finding nostalgic joy through old toys, signalling a desire for moments of peace and sentimentality in a chaotic world.?

Adults, especially those from younger generations, are increasingly turning to toys for both comfort and style, giving rise to a market worth ￡1 billion annually in the UK alone. Tamagotchis, Jellycats and old Lego sets are no longer confined to car boot sales or passed down to a younger relative. They’re beloved, a form of collectables now, and they sell on Ebay for extortionate prices.?

This trend is no longer confined to traditional collectors or niche communities. Today, it spans a diverse group of consumers, from art school students and fashion-forward individuals to professionals looking for a touch of nostalgia. Characters like Snoopy, Miffy, and Hello Kitty, once loved by children, are now being embraced by adults who find joy in surrounding themselves with whimsical and playful items. The fashion world has also caught on, with brands like Heaven by Marc Jacobs and Chopova Lowena tapping into this nostalgia-driven demand. Alex Kessler, lead editor at SSENSE, wrote for The Face "trinkets have become a major styling hack, "showcasing how these playful items are being integrated into everyday fashion.”

This cultural shift is also being propelled by social media, where curators like Bag Crap have turned the collection and sale of vintage toys and keychains into a thriving business. The nostalgia associated with these items, reminiscent of Jane Birkin's unique charm collection, taps into a collective longing for simpler, more carefree times. As founder of Bag Crap, Amanda Marcuson notes for The Face , the trend of “excessive, kitschy, and chaotic charms” has become a key part of modern style expression.

The rise of the ‘kidult’ market - adults who buy toys for themselves - has not gone unnoticed by the toy industry. Sales of toys for adults are now even outpacing those for children across Europe, with the market projected to grow significantly in the coming years. According to Paladone , kidults are the biggest driver of growth for the toy industry. The collectible toy industry is predicted to skyrocket to a market value of $35.3 billion globally by 2032, and licensed toys account for 31.1% of the global toy market and collectibles make up 20.9% of the UK’s toy market. This is no longer solely driven by action figures and collectables from superfans, it encompasses a range of toys. Additionally, cultural monolithic moments like Greta Gerwig’s Barbie in 2023 spurred a domino effect of planned adaptation of Mattel toys, like Hot Wheels, Uno, and Monopoly.?

The collectible toy industry is predicted to skyrocket to a market value of $35.3 billion globally by 2032 (Paladone ).

It’s fascinating to see brands like Mattel embrace this shift in audience. Toys aren’t really just for kids anymore; actually Gen Alpha is losing interest in it for flashier, more digital artefacts. It’s important to note that Gen Z and Millennials are living in a difficult economy, housing market, job market, and frankly just quite a confusing time. It’s comforting to fall back into nostalgic joy (I personally have attached a Miffy keychain to my handbag AND house keys, because every ftime I leave for work it puts a smile on my face, even at 6am on a Monday morning). It’s cute and kitschy, and a way to identify yourself with something fun and quirky. It’s not ‘lame’ (for lack of a better word), it’s ironically adorable. It’s a moment of peace, a moment to wax poetic about being 9 years old again and not knowing what a ‘council tax bill’ is.?

Parallel to the kidult phenomenon is the rise of Gorpcore. Gorpcore - a term derived from the hiking slang "Good Ol' Raisins and Peanuts" (Gorp) - is characterised by the adoption of technical, functional outdoor clothing in everyday urban settings. The trend reflects a desire for practicality and durability, with consumers gravitating toward brands that signify a connection to an active, sustainable lifestyle. According to the Health & Fitness IPA Report, these brands have been co-opted by consumers who prioritise functionality in their clothing as a way to demonstrate technical knowledge and a commitment to sustainability.

Gen Z and Millennials are living in a difficult economy, housing market, job market, and frankly just quite a confusing time. It’s comforting to fall back into nostalgic joy.

Originally designed for serious outdoor enthusiasts—ice climbers, skiers, and alpinists—brands like Arc’teryx have found unexpected popularity among urban consumers who may never set foot on a mountain. We’ve written about Gorpcore before, and how the rapid proliferation of the trend (intended for hikers, worn by Broadway Market and Stoke Newington residents), is a way to portray oneself as offline. How we dress is how we express ourselves, and ultimately often how we are perceived. Wearing activewear, but a more hiking-oriented, outdoorsy and disconnected style rather than the ‘Lululemon world’, signals that that’s the lifestyle we align with, that our screentime is below 5 hours a day, that our world isn’t a 9-5 but something bigger and more in-touch with the greater world around us.?

Arc’teryx , a Canadian company known for its high-performance alpine sports gear, is a prime example of this crossover appeal. Initially, the brand's products became popular among outdoor enthusiasts due to their superior functionality and sleek design. However, as celebrities like Frank Ocean, David Letterman, and Drake began to sport the brand, it caught on with a much broader audience.

Fashion brands have also embraced the Gorpcore trend, often through collaborations that blend technical outdoor gear with high fashion. The Gucci x North Face campaign is one notable example, as is the partnership between END Clothing x French outdoor brand Salomon , which resulted in a street-meets-mountain line of trainers.

The growing popularity of both toys among adults and outdoor gear in urban settings highlights a broader cultural shift. Collecting toys and wearing practical outdoor gear are no longer niche activities but have entered the mainstream, celebrated for their ability to provide fun, familiarity, and even mental health benefits.

For brands, this presents both opportunities and challenges. On the one hand, reaching unintended audiences can drive significant growth and brand visibility. On the other, there is a risk of alienating core customers or diluting brand identity. Arc’teryx, for example, faced the challenge of maintaining its appeal to serious outdoor enthusiasts while catering to a burgeoning urban market, going as far as to publicly reassert that their products are intended for the outdoors.?

Ultimately, the rise of toys and Gorpcore among unintended audiences reflects a deeper desire for authenticity, nostalgia, and a break from the complexities of modern life. Whether it’s through collecting plush toys or donning a weatherproof jacket, consumers today are finding new ways to express their identities and connect with their pasts in a world that often feels uncertain and overwhelming. Brands that can navigate this evolving landscape, maintaining their core values while embracing new markets, stand to benefit immensely from these trends.

Thanks for reading! Feel free to check out the rest of articles here . If you have any questions on how you can apply these ideas to your brand, please feel free to reach out to us at [email protected] . Till next time!