People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

Limited-edition releases have been a long-standing marketing strategy that appeal to our psychological triggers, tapping into our desire for exclusivity and a niche community. How are brands enticing consumers’ desires through rare product releases and tech advancements?

Hasbro is harking back to the '90s with the relaunch of Furby, piquing not only the interest of kids but also their nostalgic Gen Y parents. Kidulting behaviors have come to dominate pop culture as young adults' purchasing habits have shifted to maximize playfulness and escapism.

The Van Gogh Museum's Pika-portrait card generated so much hype among Pokémon fans that it led to continuing disruption at the museum. So, despite its broad popularity, the offer was cancelled, indicating a need for infrastructure and organisation to support demand from niche fandoms.

A decade since its first store in China, the retail store MINISO has seen itself become a global lifestyle brand offering affordable, top-quality products. With thousands of locations globally, it entices ‘kidults’ through blind boxes and themed stores that elevate the dollar-store experience.