PopSockets is betting on TikTok and limited-edition drops to reach Gen Z. Despite launching its button-shaped phone grips for middle schoolers in 2014, the brand started finding a following with an older crowd. Now, to avoid being permanently labeled the “Millennial mom brand,'” it’s refocusing on direct-to-consumer, social media, sleeker products, and frequent new drops to win Gen Z back. The company’s founder has also taken over PopSockets’ TikTok channel to directly reach young viewers—which we know can give a brand a relatable look. They’ve recently collaborated on launches with some Gen Z-favorite brands and characters like Ring Pop, Bazooka, Miffy, and Pokémon, too. It’s a strategy that has seemed to pay off: PopSockets has seen “double-to-triple-digit growth” on its website over the last three years. (Modern Retail)
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