A Sanrio time machine

Last month, I drove up to Little Tokyo in Los Angeles. It was heaven for 9-year-old Sheena.

There was a Sanrio store. With a line out the door.

Once inside, my daughter and I combed through the racks of Hello Kitty stickers, Keroppi keychains, Pocchaco bags. We left with a dent in my wallet and smiles on our faces.

There was something special about this moment. I got to travel back in time, reconnect with something I loved as a kid, and share that feeling with my daughter. For a few minutes, we were both kids in a candy store.

The power of nostalgia marketing

Nostalgia marketing isn’t just about selling a product. It’s about selling a memory.

It’s everywhere.

Instead of just marketing to kids, brands are marketing to us too.

The anti-corporate side of you might roll your eyes. Another recycled idea. Another attempt to squeeze a few more dollars out of us.

But here’s my take.

These brands are giving us a bridge to connect with our kids. They’re creating a reason to tell stories, a moment to be playful, a way to share something that meant something to us when we were young.

Yeah, you might spend a little money. Just like I did at the Sanrio store. But what you’re really paying for is the experience.

The three types of nostalgia marketing

Leaning into shared experiences

Some brands aren’t just bringing back old products. They’re creating experiences that parents and kids can enjoy together.

🎥 Lego’s Piece by Piece. If you haven’t seen this yet, add it to your next family movie night. It’s a documentary on Pharrell’s life told through LEGO characters. But more importantly, it’s a time machine to the 2000s, packed with Billboard hits that will instantly take parents back.

🏈 Pop-Tarts’ Sports-First Comeback. Pop-Tarts is now a sports brand. Yes, really. They became the title sponsor of a college football bowl game, launched wild collaborations like Pop-Tart-flavored Krispy Kreme donuts, and have managed to grow sales for 32 straight years.

Reviving iconic characters

Some brands are bringing back characters from our childhoods and giving them a modern twist.

🌈 Care Bears Go Digital. The lovable, cloud-bouncing bears of the ‘80s are back through video games and new 21st-century characters like Unity Bear and Togetherness Bear. And yes, I happily dropped $50 on my daughter’s Care Bear costume because I wish I had one when I was her age.

😻 Lisa Frank, Reborn. The neon-leopard-print queen of our childhood is making a comeback with pajamas, nail stickers, and even adult fashion collabs. It’s nostalgia with a Gen Z glow-up.

Reinventing classic products

Some brands aren’t just bringing back old products. They’re evolving them for a new generation.

📸 Polaroid’s Instant Comeback. In a world where everything is digital, Polaroid has found a way to make instant film cool again. They’ve launched modern versions of their classic cameras, complete with Bluetooth and digital integration, while still keeping that vintage instant-photo magic that parents remember from their childhoods.

🐣 Tamagotchi, Reborn for the Digital Age. The pocket-sized pet we obsessed over in the ‘90s is back, but now it connects to apps, has color screens, and even features collaborations with franchises like Star Wars and Hello Kitty. It’s the same experience we had as kids—caring for a tiny, pixelated pet—but now with modern tech that makes it even more interactive.

This list goes on and on, and you probably have your own favorite throwbacks (reply and tell me what they are!).

What this means for you as a parent

Nostalgia isn’t just marketing. It’s a tool.

Share your stories. Kids love hearing about what life was like when you were their age. To them, it sounds like the prehistoric era. You had to call someone’s house and talk to their parents first? No YouTube? No iPads? Tell them what you did for fun.

Let yourself play. Most of our days are spent working, handling logistics, and staring at screens. These throwback brands give us permission to be kids again, with our kids.

Enjoy it, but don’t let it own you. These brands are good at making you feel like you need to buy something to relive your childhood. You don’t. The best nostalgia isn’t something you buy. It’s something you share.

Final thought

Parenting today looks different than when we grew up. Our kids have different technology, different pressures, and a completely different culture.

But nostalgia? That’s our bridge.

It’s one of the few things that can bring parents and kids together in an authentic way.

So lean into it. Share your stories. Play a little. And next time you see a Sanrio store, a LEGO movie, or a Care Bear costume, maybe let yourself have just as much fun as your kid.