Why Childlike Branding is the Secret to Unlocking Joy and Loyalty in Today's World.

Let’s face it: adulting can be hard. The world is complicated, stressful, and sometimes downright overwhelming. So, it’s no surprise that we find ourselves craving a bit of the magic, wonder, and carefree joy that came with childhood.

That’s where childlike branding comes in. It’s not just about tapping into nostalgia; it’s about creating moments of escape, making us feel something real and comforting, even if just for a moment.

Brands like Jellycat, Hello Kitty, and Disney have nailed this concept, drawing us in with playful characters, whimsical designs, and experiences that remind us of simpler times. In a world where everything moves so fast, these brands offer us the chance to slow down and rediscover that spark of joy.

Let’s explore why this approach resonates now more than ever, and how it can help brands build emotional connections that last.

What’s behind the magic of brands embracing playful, childlike themes in their branding beyond just the holiday season?

For me, it’s about connecting to something deeply instinctual, those nostalgic feelings of wonder, discovery, and carefree play that childhood brings. When life was simpler, and everything felt a little lighter. In today’s fast-paced, complex world, that sense of joy resonates more than ever with consumers who are looking for a bit of magic in their daily lives.

Brands like Jellycat at have truly mastered this, with their playful, cuddly characters that instantly take you back to a time of innocence. Think about Hello Kitty, its simple, childlike design has built a global cult following across generations. It’s not just for kids; adults are just as enchanted by the cuteness factor, which is heavily influenced by kawaii culture from Asia. There’s something irresistible about it, it sparks joy and warmth, naturally building loyalty because of the emotional bond it creates.

That’s the beauty of childlike branding, it wraps you in a sense of comfort and lets you escape, even if just for a moment, from the grown-up world. The Walt Disney Company does this perfectly, continuously reimagining its classics, reminding adults of beloved characters from their past while creating new, nostalgic experiences. Whether it’s through physical products, immersive experiences, or real-world activations, childlike branding goes beyond the sale, it forges emotional connections that make people feel something real.

Do tougher times make us crave more 'kidadult' products?

When the economy wobbles, people, me included, crave comfort, and there’s nothing more comforting than the simple, joyful elements from childhood. In fact, I believe that the more uncertain the world becomes, the more we seek out playful, escapist products to help disconnect from the stress of adult life.

Take PopMart for example, they’ve built an entire empire on ‘kidadult’ culture with their collectibles. I’ve visited their stores, and it’s not just about buying a figure; it’s the thrill of discovery, the nostalgia of unwrapping a blind box, and the joy of adding something whimsical to your day. These experiences offer a pocket of fun in a tough world, and people line up outside to get their hands on the latest releases, just to relive that excitement

What is it about Jellycat that’s captured both our attention and our hearts?

What I love about Jellycat is how it pulls us into a whole new world. It’s not just about buying a cute plush toy; it’s about stepping into an experience that feels playful and full of joy. Whether through their quirky pop-ups or soft toys, Jellycat invites us to disconnect from the ordinary and enjoy a little escapism.

Take their Fish and Chip pop-up at Selfridges , it’s such a fun, nostalgic nod to classic British culture. You’re not just shopping; you’re entering a whimsical, offbeat world where picking up a toy feels like part of a story. It’s comforting, it’s charming, and it just makes you smile.

Their patisserie-inspired pop-up is another perfect example. Plush toys are styled like pastries, adding that extra layer of whimsy and interaction. Jellycat nails that balance of retail theatre and playfulness, turning what could be a simple shopping trip into a mini adventure. And that’s why we keep coming back, not just for the toys, but for the moments of joy and surprise they create along the way.

What makes these playful approaches so powerful when brought to life in immersive creative campaigns?

Childlike branding is so effective in immersive campaigns because it taps into the magic of retail theatre and sensory engagement. These experiences go beyond simply selling products, they invite people into imaginative worlds where they can escape and lose themselves for a moment.

For me, it’s about creating those spaces, whether through interactive stores or whimsical window displays, that aren’t just transactional. Brands like Disney succeed because their physical spaces are an extension of their fantastical universes. You walk into a Disney store and you’re not just browsing items, you’re living the stories. That tactile, interactive environment pulls you in on a sensory level, making you want to stay longer, engage more deeply, and, of course, share that moment with others.

In today’s world, where physical experiences hold social currency, this is gold. People love to share magical moments, and brands like M&M's and the LEGO Group have tapped into that by creating playful, larger-than-life spaces. Whether it’s snapping a pic next to a giant candy character or building something in an immersive LEGO workshop, these experiences create sharable moments that extend far beyond the store itself.

The lesson for retailers is simple: by crafting playful, emotionally engaging experiences, you tap into a deep desire for joy and connection, especially in a world where we’re all craving a little escape.

This article is brought to you by Tim Nash , Head of IPOS IGNITE and curator of Shop Drop Daily , where he explores the intersection of retail, brand activations, and connected storytelling.

Be sure to follow all his retail finds on Instagram (@tim_nash_).