Last year I stumbled across a fun brand called Mike Bennett Studios through a simple key chain library that he created back in 2024. Over the year I have gone down a bit of a rabbit hole of fascination. Something about the brand not only intrigued me, it captured my heart.
On the surface Mike Bennett is an incredibly talented designer who sells stickers, plushies, keychains with his playful illustrations, and also runs a witty café and creates quirky experiences that might seem designed for kids.
But it is so much more. He has the uncanny ability to reignite joy for adults. So, what is it that keeps me coming back for more?
“Spontainment” lives here.
It got me wondering if it is not something Trendwatching has identified as “spontainment”, which is “engineered moments of unplanned joy”.
At its core, it is about brands deliberately creating moments of wonder and unplanned joy. Less planning. More play. It is about creating permission structures, specific moments where silliness is sanctioned and talking to strangers is encouraged, particularly for adults.
Smart joy, strategically designed.
There are many examples of brands that have tapped into this concept, however I feel Mike Bennett Studios has done this organically and authentically, which makes it even more captivating.
Yes, he consistently brings joy to everyone through immersive experiences like mini golf, snow day villages and creating a cartoon aquarium, but there is an additional element behind the everyday fun where he has captured consumers of all ages: spontaneity.- From simply visiting his key chain library not knowing what fun treasures people have left behind
- Stopping by his Wonderwood café for a simple coffee and suddenly finding yourself an hour later sipping a beer over a delicious lunch whilst doing a scavenger hunt.
- Even his mystery blind boxes are planned as you have an idea of what you are getting, but the spontaneity is someone else gets to chose the delight for you.
Is there a way brands can interrupt routine and turn everyday touchpoints into spontaneous moments people actually feel? Spontainment offers exactly that, a way to slow down the ordinary and transform it into something memorable. It may show up as playful packaging, or a space that nudges strangers into a fun conversations or simply partnering with unexpected brands, Trendwatching showcases many of these examples along with a starter kit to get the creative wheels turning.
Why research still plays a critical roleHowever, you need to proceed with caution before plunging into this exciting world. This is where research has a role to play as not every consumer welcomes surprises, and not every moment is the right moment. This is where consumer understanding becomes essential.
By understanding:
- which mindsets crave spontaneity
- which resist it
- And which moments of demand can genuinely hold a burst of joy
Surprises may be fleeting, but well-placed spontaneity, delivered to the right mindset, in the right moment at the right time has the power to shift behaviour, deepen connection and bring a little humanity back into an overly planned chaotic world.