The Underconsumption Core TikTok trend has rapidly gained traction in 2024, resulting in major impacts on the toy industry. Underconsumption Core, a term coined by Gen Z and millennials on TikTok, is characterized by making every dollar count by being more selective and mindful of your spending by searching for products that provide lasting value. Driven by the increase in living costs and widespread budgeting efforts, this trend is almost a reflection of what we saw in the 2008 recession when low-cost, high-value toys and games were the heroes of the toy industry. The only difference? Customers aren’t just looking for cheap thrills. They want toys that matter, worth the effort they’ve put in to get them. 

Joeydolls celebrates Asian heritage and culture by producing a high quality, and authentically representative toy line. Now available in 19 stores across the world, you may be surprised to know that this small toy business began during the COVID-19 Pandemic, and was funded by 1 powerhouse mom, Samantha Ong. The brand has won three awards for its effort towards creating more inclusivity and diversity during a period of Asian-hate, has just paired up with five new retailers to make its diverse, award-winning dolls more readily available to the public.

Dreaming of launching a toy store that becomes a beloved fixture in your community? Follow these expert steps outlined by Theresa Duncan, owner of Villa Villekulla Toy Store, to transform your passion into a successful business. Learn the essentials, from identifying your niche in the toy market to developing a robust business plan and selecting the perfect location. Discover the importance of curating a unique inventory, building a strong brand identity, and implementing an effective marketing strategy. Plus, explore the power of community engagement to foster a loyal customer base. For an in-depth journey into Theresa's successful launch of Villa Villekulla Toys and her focus on community connections as a marketing tool, watch the full interview. Turn your toy store dream into reality with these expert tips and Theresa Duncan's inspiring story.