Everything is starting to look like a toy: bags, beauty packaging, even food. But this isn’t just an aesthetic trend; it's a key signal to what consumers are craving. What’s really driving it, and what changes in 2026 when people are tired of AI noise and want genuine human connections?

In this episode of Digital Shelf Insider, our host Shreshta Joy is in conversation with Nourhan Wahdan (Founder & Creative Director at pew.) to unpack what’s driving toyification, the rise of kidults, and why consumers are leaning into comfort, nostalgia, and sensory experiences in 2025 and even more in 2026.

Nourhan has worked with brands and organizations including Google, YouTube, UN Women, Lipton, and more. She brings a culture-first lens to brand strategy, explaining how people feel before they ever click “Add to Cart.” She explains the emotional psychology behind what’s working now and what’s next.

What we cover:

(00:00) - Intro

(06:05)⁠ - What is toyification (and why it’s everywhere)

(⁠07:42)⁠ - The “kidult” shift: why adults are buying toys, charms, and collectible objects

(⁠08:48)⁠ - Why soft, quiet branding is replacing loud, logo-forward design

(⁠12:04)⁠ - Why many legacy brands struggle to “be fun” without looking forced (true cultural literacy vs posting memes)

(20:48)⁠ - What makes design feel fresh in 2026: less AI hype, more proof of reality

(23:01) - Why physical, sensory, real-world experiences are pulling people back offline

If you’re building a brand for 2026, this one will change how you think about design, culture, and why people buy.

Listen, and share it with someone building a brand and creative strategy this year.