[Success Tips] A Recipe for Successful Kids' Funding, as Shared by Experts

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part of the <Success Know-How>
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Be sure to bring this with you!

• Despite the low birth rate, the kids’ market continues to grow.
• Try your hand at wadiz using these three kids’ funding tips.
• We’ve also compiled the questions that makers preparing for kids’ funding are most curious about.

In an Era of Low Birth Rates, Why Is the Kids’ Market Growing?

Despite all the talk about low birth rates, the kids’ market is actually growing. According to the Korea Creative Content Agency, there are projections that the domestic kids’ market will reach a staggering 58 trillion won by 2025.

This growth is due to the “Ten-Pocket” trend. In this trend, not only parents but also grandparents, uncles, aunts, and the entire family open their wallets for their one precious child—and it has taken center stage in the kids’ market.

In line with the growth of the domestic kids’ market, wadiz’s Kids category is also gaining significant attention, with sales increasing by over 200% in just one year. In particular, the average amount a single wadiz supporter contributes to a single kids’ project exceeds 100,000 won.

This is because many “exploratory supporters” participate in funding to find well-curated packages and benefits, given the long wait times for delivery . Additionally, the supporters most active on wadiz are part of the “Ten-Pocket” generation in their 30s and 40s—people who are willing to invest in their children. They have strong purchasing power and participate in funding with even greater enthusiasm when it comes to special items for their children.  

Prepare for your wadiz kids funding campaign with expert know-how.

Success strategies vary by category. Categories such as maternity and childcare products, toys, and educational materials and stationery are already fairly mature markets on wadiz. That’s why it’s crucial to adopt special pricing strategies unique to wadiz. On the other hand, categories like educational content and children’s clothing are still relatively uncompetitive “blue oceans,” making them ideal for trying out new approaches.

For those interested in a more detailed guide to success, this article covers everything from the success strategies of wadiz’s Kids PD to their implementation. Finally, we’ve compiled frequently asked questions and answers from other kids’ makers during their preparation for wadiz. 

Kids Funding Tip 01.
Create a compelling reason for people to participate in your funding campaign.

Competitive Pricing

The <BELL Baby> funding story highlighting special benefits, and instructions on how to use coupons shared in the News section of the newsletter / Source: wadiz

For successful funding, it’s crucial to give supporters a clear reason to participate. The Bell Baby maker’s magnetic block project, which raised approximately 400 million won in its first funding campaign, highlighted a strong competitive advantage: “prices lower than group buys.” They found a reason to lower prices by leveraging Black Friday and garnered significant attention by participating in wadiz’s “Blackbird” campaign. The message that this was a special benefit offered only once a year captured the supporters’ attention.

In addition, they actively promoted wadiz event-exclusive coupons and new member benefits to help supporters take full advantage of these offers. The unprecedented special prices created by combining these benefits maximized the viral effect through a word-of-mouth campaign. Ultimately, this case demonstrates that the combination of attractive pricing and special benefits is the most powerful factor in driving supporter participation.  

Limited Quantities to Create a Sell-Out

Beyond price competitiveness, on wadiz , you can succeed based solely on product quality. To achieve this, a “limited quantity” strategy is effective for raising supporters’ anticipation and encouraging participation .

 The <NORITERBOARD> funding story emphasizing product quality / Source: wadiz

The Noriterboard maker consistently sold out every time a campaign launched by using the powerful formula of “maximum bundle, maximum discount, limited quantity .” By preparing a limited quantity, they emphasized scarcity and gave supporters the satisfaction of knowing their chosen product was special. Additionally, they built trust by focusing on quality within the scope they could personally guarantee.  
Noriterboard Maker’s Maker Page / Source: wadiz
Furthermore, Noriterboard Makerhas gathered approximately 2,800 followers on their *Maker Page. Recognizing thatpush notifications are sent to followers immediately when a new project launches, they added a “Follow” event. Such events foster connections with supporters and yield long-term benefits.

*What is a Maker Page?
A Maker Page is the maker’s “main profile” page where supporters can view all of the maker’s information in one place.

Kids’ Funding Tip #2.
Address the pain points parents face.

If you’re struggling to come up with a new product idea ,simply identifying the inconveniences—or “pain points”—parents experience with existing productscan be the first step toward a successful project.
 The funding story for the <ANTI-Reflux Cushion>, which began with a narrative that empathized with customers’ concerns about existing products / Source: wadiz
The “Anti-Reflux Cushion” by Angel & Bee, a maker that has raised over 500 million won in cumulative funding , began by meticulously analyzing customer reviews and ratings to identify the shortcomings of existing products. They also conducted a customer survey to determine what products customers truly needed.

As a result, addressing the needs of mothers concerned about their children’s back health, they launched a funding campaign for a product that featured an angle-adjustable design—a departure from existing products on the market— and utilized a different filling material.product went beyond simply offering upgraded features; it was positioned to customers as “a solution that completely resolves existing inconveniences.”
A funding story that showcases the product’s strengths at a glance with GIFs / Source: wadiz
It’s also important to communicate how the product has been improved through a compelling Story. In this case, a GIF that shows the changes and differences at a glance is far more effective than a single image. Additionally, by collecting real reviews of the improved product through a pre-launch test group event and featuring them at the beginning of the Story, you can significantly boost credibility.

Kids’ Funding Tip 03.
Please suggest “time-saving” content that’s currently trending.

Recently on wadiz, “Saving Time” content—which combines play and learning to make studying fun every day—is gaining attention.

The <10 Minutes a Day Kids’ Newspaper> funding story, which clearly communicates its educational benefits / Source: wadiz
A prime example is the <10-Minute Daily Kids’ Newspaper> project by maker Lee Da-hee, which has raised over 500 million won in cumulative funding. Rather than simply introducing the newspaper, the project achieved successful funding by clearly communicating the learning benefits children can gain through the “habit of reading.” It resonated with parents by emphasizing the message that “a consistent reading habit determines future learning ability.”

The funding story for <AI Chat Buddy Kati>, which introduced the product by highlighting its educational benefits and the maker’s expertise / Source: wadiz

Another example is “AI Doll Kati”—products utilizing artificial intelligence (AI) are gaining attention as solutions that enhance children’s learning outcomes and reduce the burden on parents.

When preparing such projects, it’s important to highlight the maker’s expertise or persuasively communicate the specific learning benefits their child will gain from the product. Build trust by using examples and data that resonate with parents.

The 3 Most Frequently Asked Questions by Makers Preparing for Kids’ Funding

Q. When is the best time to launch a project?

1) Aim for months when sales in the kids’ category are strong. 
The months with the highest sales are April, November, and December. Since sales tend to be high during gift-giving seasons like Children’s Day and Christmas, we recommend launching your project during these periods. Given the “pre-order, then-manufacture” nature of funding, you’ll need to carefully plan your launch schedule, taking into account the long shipping times so that supporters receive their products on time. 

2) Participate in wadiz’s free promotional campaigns.
Another option is to launch your project through a wadiz curated campaign to receive marketing benefits. You can receive benefits that provide practical help with project management—such as wadiz’s 100%-covered coupons—which can further increase your success rate. Wadiz is currently is currently recruiting makers for its Kids Campaign until February 9↗, so we highly recommend giving it a try.

Q. Is the review process for kids’ funding projects particularly strict?

As long as you prepare the review documents thoroughly, the Kids funding review isn’t particularly strict. Please be sure to remember that KC certification documents related to safety are mandatory.

Q. What age group of children should I target for my product? 

While projects targeting specific age groups, such as newborns and infants, perform well on wadiz, it’s much more effective to take a long-term approach and consider how long a child can use the product. From the perspective of the parent-buyer, it’s only natural to be drawn to products that will last a long time. 

*This content is based on the lecture <WADIZ School – Kids Success Trends 2025 VER.>

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Written by Han Ji-hye, Edited by Jeong Yu-jin