The Success Strategy of a Kids’ Brand That Started Its Second Chapter on wadiz
On wadiz How Kids’ Brands Succeed on Wadiz
wadiz Inside View EP.02
Kim Dong-eun, CEO of Angel & Bee × Seo Young-shin, Producer at wadiz
A Working Mom Entrepreneur and a wadiz Producer Discuss the Success of Kids’ Brands
CEO Kim Dong-eun, a working mom with experience as a merchandiser at H Department Store and Company C’s platform, launched Angel & Bee in 2021. After spending two years developing an anti-reflux cushion, she began actively promoting the brand in earnest starting in 2023. Since this was her first product, which she had poured her heart into, she didn’t want to sell it just anywhere. Instead, she chose wadiz as her debut platform and grew the brand through communication with supporters.
PD Seo Young-shin, a wadiz expert in the kids’ category who has helped shape Angel & B’s success story, is a leading figure in the kids’ sector who has managed over 600 projects to date and generated approximately 25 billion won in sales. In this interview, she shares success tips that any maker developing products for babies and kids can apply.
Let’s get started with wadiz Inside View right now.
The wadiz Kids Market: Like an Unopened Pandora’s Box
The wadiz Kids category began to show significant growth in earnest at the end of 2023. In 2024, it achieved substantial growth of 106% compared to the previous year. In particular, the 2024 Kids & Pets campaign attracted a large number of makers—conducting funding for a cumulative total of approximately 400 million won in just one week—and received an enthusiastic response from supporters as well. It’s reported that the category is continuing to grow steadily in 2025, with a year-over-year increase of about 55%.
CEO Kim Dong-eun mentioned that until the launch of the anti-reflux cushion, there weren’t many kids’ brands on the platform. People around him reportedly asked with concern, “Wadiz is known for tech products—is it really okay to do kids’ products?” However, if you look at wadiz these days, kids’ products have really proliferated. He says he even studies the products launched on wadiz every day to see how each one tells its Story.
Wadiz’s Strategy for Kids Makers: “Visualize Authenticity”
The baby products market is already dominated by products known as “must-haves,” making it difficult for new brands to stand out. That’s why wadiz’s core strategy is to share authentic stories and News rather than simply listing products.
Angel & Bee also had a distinct selling point that addressed the shortcomings of these “must-have items,” and thanks to presenting this honestly and in depth on their product detail pages and in their News, they were able to achieve great success.
So, how can you demonstrate “authenticity”?
Producer Seo Young-shin emphasized that visualizing the product’s key features on the product detail page is most important. In the case of Angel & Bee, after pointing out the drawback that existing cotton-filled cushions cause children to hunch over, they gained trust by demonstrating the supportive power of their high-elasticity sponge—which addresses this issue—through images and GIF experiments.
The order in which the Story is presented is also crucial. In the kids’ category, rather than highlighting the product’s features upfront, it’s more effective to first show the inconvenient situations caregivers face → prove with visual materials how the product solves these problems → and then add real reviews and experiences.
The Secret to wadiz’s Success: “Constant Reflection”
CEO Kim Dong-eun’s secret to success on wadiz was “constant deliberation.” He describes himself as a “worrywart,” explaining that no matter how hard he worked on development, if he wasn’t satisfied with the result, he wouldn’t launch it and would instead delve deeper into the issue. Once a solution emerged, he would start working on samples again. As a result, it typically takes about two years to develop a single product. He says that everything began with deliberation and ended with deliberation, which is how Angel & Bee became what it is today.
As a side note, they reportedly revise their product detail pages hundreds of times—which gives you an idea of just how meticulous and authentic this brand is, right?
In the current kids’ market, “ten-pocket” consumers—such as grandparents, aunts, and uncles—exert a strong influence, and wadiz attracts precisely this demographic, providing kids’ brands with a substantial customer base and ample opportunities for engagement. With that, Producer Seo Young-shin concluded the interview by advising makers who haven’t yet opened Pandora’s box on wadiz to definitely give it a try.
🔎 wadiz Inside View: With Angel & Bee In a kids’ market that considers not only a child’s daily life but also the caregivers by their side, the secret to Angel & B’s success was simple yet certain. |
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