Podcast Summary
Why are brands suddenly softer, smaller, playful, and collectible? And why does everything from handbags to soda cans feel like it belongs on a shelf next to a toy?
In this episode of Digital Shelf Insider, our host Shreshta Joy sits down with Nourhan Wahdan, Founder and Creative Director at pew., to unpack toyification and the deeper emotional shifts reshaping brand identity.
This is not a conversation about trends for trend’s sake. It is about how audiences are responding to burnout, uncertainty, and digital overload, and how brands that understand these signals are winning attention without shouting, but rather building with a softer brand identity.
Key themes
This conversation is packed with some really eye-opening themes:
Why Toyification Took Off
Toyification is not about being childish. It is about comfort, safety, and control in a world stuck in constant crisis mode. Nourhan explains how post-COVID anxiety, economic pressure, and cultural fatigue pushed consumers toward objects that feel playful, familiar, and tactile. Think Labubu, Stanley Cup charms, and fashion accessories that feel collectible.
The Rise of “Kiddults”
A major driver behind this shift is adults buying toys for themselves. Nourhan shares how a significant share of millennials actively purchase toys, collectibles, and playful products for personal comfort, not for kids. This has opened up an entirely new market that brands can no longer ignore.
Logos Are Getting Quieter For a Reason
Big logos are losing relevance, not because brands matter less, but because consumers are more fluent. People already know what they are buying. What they value now is quality, texture, scent, and craft. This is where quiet luxury, fragrance culture, and subtle brand codes come in.
Cultural Literacy vs Surface-Level Trends
Posting memes is not cultural literacy. Nourhan breaks down the difference between reacting to trends and actually understanding audience psychology. Brands that win do not chase moments. They reflect the emotional state their audience is already living in.
Why Legacy Brands Struggle With Play
Digitally native brands often move faster because they are built closer to culture. Legacy brands can still win, but only if play is integrated into their existing DNA, not layered on as a gimmick. Examples like Gentle Monster show how play can stay chic, intentional, and credible.
Design in 2026 Will Be Sensory
AI fatigue is real. Nourhan predicts less AI talk and more demand for proof of human effort. Physical spaces, pop-ups, textures, sounds, smells, and objects people can touch will matter more. The future is anti-digital in feel, even if it is digitally discovered.
Episode Highlights
- Toyification and why it is rooted in emotional need, not novelty
- Why adults buying toys is reshaping product, packaging, and brand design
- How quiet branding signals confidence, not absence
- The difference between cultural awareness and trend hopping
- Why physical and sensory experiences are becoming brand differentiators again
- A grounded take on why AI polish alone will not feel fresh in 2026
What Brands Can Learn
Actions you can implement immediately:
- Stop designing only for attention. Design for comfort, touch, and memory.
- Know that your audience is smart and culturally aware.
- Play works when it is integrated, not performed.
- The future of brand identity is not louder. It is more human.
If you are building brand identity, product design, or creative strategy for 2026, this episode is essential listening. It will change how you think about play, emotion, and what “fresh” actually means now.
Disclaimer: The content shared in the Digital Shelf Insider Podcast by MetricsCart is for general informational and discussion purposes only. The insights, opinions, and perspectives expressed by hosts and guests are their own and do not constitute professional advice, recommendations, or endorsements by MetricsCart or any affiliated entity.
