Digital native brands are appealing to Millennial parents by making mini versions of their products. The hottest direct-to-consumer brands today know their core demo is growing up and becoming parents. So, Allbirds downsized their sneaker into Smallbirds, Quip created a kid-sized toothbrush, and Away made child-friendly luggage. According to the VP of marketing at Rothy’s (a DTC shoe brand), creating child-sized shoes “has surpassed expectations.” (Ad Age)