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Toy Entrepreneur, Toy Inventor Khazeema Choudhary Toy Entrepreneur, Toy Inventor Khazeema Choudhary

Case Study: Marina Khidekel, Founder of Hugimals

Making the switch from one industry to another is never easy, especially when one goes from being a successful health journalist to a toy entrepreneur. Marina Khidekel, creator of Hugimals, took on this challenge and set out on a mission to address the emerging issues of anxiety and stress through her weighted plush toys. The two year old award winning toy and wellness brand has been featured in prominent media outlets such as Time MagazineParents Magazine, Good Housekeeping’s Best Toys, and the Today Show’s It List.

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Toy Inventor, Toy Store, Toy Marketing Khazeema Choudhary Toy Inventor, Toy Store, Toy Marketing Khazeema Choudhary

The Underconsumption Core Trend and Its Impact on the Toy Industry

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. 

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