Candylab rebranded its retro toy cars to reach kids and 'kidults'

"When Vlad Drǎgușin founded his mid-century inspired toy car company, Candylab, in 2013, he had a Kickstarter page and a dream. His goal was to create wooden model cars inspired by hot rods and classic American car designs; toys that would be both durable enough for play and sleek enough for display. As it turns out, there's a major growing market for that kind of thing-and Candylab just rebranded to capture it."

"Since its founding, Candylab has secured retail placement in stores like London's Design Museum, MoMa, the Guggenheim, Barnes & Noble, and the cult favorite apparel brand Kith. It's also notched major brand collabs including with Saint Laurent, Zara Kids, Criterion Collection, The New York Times, and, most recently, Netflix's Stranger Things. In recent years, Candylab has expanded its product offerings into two categories:"

Vlad Drǎgușin founded Candylab in 2013 to produce wooden model cars inspired by mid-century hot rods and classic American designs. The toys are designed to be durable enough for play and sleek enough for display. Candylab earned retail placements at venues including London's Design Museum, MoMA, the Guggenheim, Barnes & Noble, and Kith, and collaborated with brands such as Saint Laurent, Zara Kids, Criterion Collection, The New York Times, and Netflix's Stranger Things. The company expanded into two lines: premium, heftier collectible cars, and smaller, lighter, lower-cost cars engineered for play. A rebrand clarified product distinctions and visual identity.

Read at Fast Company