Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

Chinese collectible toy retailer Pop Mart has opened its fourth store in Paris at the Louvre. As the blind box frenzy hits European shores, character goods lovers are seeking out immersive retail experiences that bring the joys of kidulting to life and enrich their engagement with IP worlds.

South Korean Gen Y and Gen Z – known in the country as Gen MZ – prefer online shopping, but offline pop-ups are more popular than ever. What makes these IRL experiences so attractive to younger shoppers, and what does this say about the retail landscape in a place that's usually dominated by tech?

Target has launched an immersive shopping experience for kids in the form of a virtual room of toys, most of which are under $25. While the cost of living crisis shows no sign of ending before the holidays, brands are looking to help price-conscious parents discover gifts for their children.

The back-to-school shop puts both financial and emotional pressure on cash-strapped busy families during the summer months as household bills loom large. With the cost-of-living crisis in full swing, what can brands do to help parents and carers smooth the experience of this essential shop?