Long live the inner child

In conversation with Anne Polsak and Toan Nguyen

The podcast is only available in German.

We originally wanted to record this podcast at the Spielwarenmesse 2024, but then everything turned out differently. But 100,000 steps, Barbie's 65th birthday and a trauma in the Spielwarenmesse wardrobe later, we were finally able to talk to Anne Polsak (Head of Corporate Communications at Mattel DACH) and Toan Nguyen (founder of Jung von Matt NERD). And there was a lot to talk about. This episode focussed on the results of the study Kindheit und gegenwärtiges Glück  (Childhood and present happiness), which the two presented at the toy fair. The study looks at the current boom in toys for the "inner child".

What do Polly Pocket and Ted Lasso have in common? What do current cinema blockbusters have to do with this success? How do toys function as status-building components?

These questions and many more are answered by the two of them. We also learn why it makes more sense to think in terms of style groups rather than target groups, especially when it comes to kidults. And what the hell actually happened to Toan Nguyen in our wardrobe?


You can find the Podcast here: