Brands are increasingly using playful packaging and mascots to build emotional connections with consumers who are actively seeking joy and light-hearted experiences. With 88% of global shoppers looking for products that bring laughter and uplift their mood, and 91% preferring cheerful messaging, emotionally intelligent brands are responding by delivering micro-moments of joy through their packaging. This trend, known as "kidulting," is not just nostalgic fun—it’s a meaningful coping mechanism in a time of global uncertainty. Uplifting packaging not only enhances mood but also increases the likelihood of repeat purchases, as consumers are twice as likely to buy again after a positive emotional experience.

US animal-free dairy brand Bored Cow adds instant personality to its packaging by dressing its cartoon heifer mascot in different costumes that represent each flavour in the range.

@wearebraindead’s Terra Forma fragrance packaging channels skate culture through its character and illustration style, crafted to resonate with Gen Z.