[Don’t forget to bring these]
- Even in a market dominated by mass-market brands, Angel & Bee’s Kim Dong-eun—a working mom and former department store merchandiser—has become a “Super Maker” with cumulative sales of 800 million won and 9,000 supporters,thanks to herproduct planning, storytelling, and news strategy.
- In the kids' market, where it's hard to surpass established bestsellers, we've compiled three practical tips from Angel & Bee Maker, a brand that has succeeded by focusing on the authenticity of its product developmentrather than relying on fame .
- If you're curious about the secret behind Wadiz Kids category achieving a perfect 5.0 satisfaction rating and successfully completing 16 funding campaigns, read on now.
Even an unknown kids' brand can raise 20 million won in its first campaign Wadizand reach a cumulative total of 800 million won across 16 campaigns. The secret wasn't the brand name—it was the product story.
“With all the must-have items already out there, is there even room for me to join in?”
If you’re a manufacturer looking to launch a brand in a market dominated by well-known products—such as baby products—you’ve probably paused to consider this at least once. With no brand recognition, no reviews, and a tight advertising budget, breaking into the market through traditional e-commerce channels can be challenging.
Kim Dong-eun, CEO of Angel & Bee and a former merchandiser at H Department Store and C Company’s platform, launched her first product Wadiz—a community of supporters who listen with genuine interest not to the brand name, but to the story behind “why every single button was placed exactly where it is.”
By reading this article to the end, you’ll learn the story and strategies behind how an unknown kids’ brand built its first fanbase and achieved growth that led to 16 successful funding rounds.
1. The Kids' Market: A Challenge to Surpass the "Must-Have" Status—Why Our First Product Received Perfect Satisfaction Ratings
Q. You’ve worked as an MD for a long time. What prompted you to start your own brand?
My career began at H Department Store. While working as a manager for about 60 brands, I was introduced to the role of a merchandiser (MD), and wanting to learn more about the online space, I moved to an e-commerce platform. There, I witnessed many instances of small brands growing into major brands through overseas exports. Then, when I became pregnant, I developed a strong interest in baby products. I gained the confidence to think, “I could do a good job creating something like this,” so I decided to launch my own brand.
Q. What was your biggest concern when you first set out to launch a kids' brand?
When we first launched the Angel & Bee brand, the so-called “must-have item” was already firmly established.
The kids' market, for example, is quite polarized.Sales were dominated by well-known, popular items.
Q. Although it was a market saturated with popular items, your first productbecame a bestsellerthanks to a relentless product development process. How did you come up with the idea for the product?
Our first child really loved this anti-reflux pillow. But the baby would sleep on it for 8 to 10 hours at a time. I was really worried about whether that was okay, but since the original pillow was made of cotton, I wasn’t sure it would provide enough support for the baby’s neck and lower back. I had been using that cotton pillow, and I noticed the baby’s lower back was starting to curve.
And since I have to pick up my child and carry them to the bed every time, I started thinking it would be great if I could adjust the angle to support their lower back properly and help them sleep comfortably for longer, which is why I decided to develop this product.
The Development Process of Angel & Bee's Anti-Reflux Pillow
Q. So, addressing the issues that were problematic from a mother’s perspectivewas a key focus. In fact, this kids’ product received a perfect 5.0 satisfaction rating from Wadiz discerning supporters. Do you have any special know-how that sets you apart?
I’m ‘worry. I’m the kind of person who worries a lot—like a ‘worry doll.’ If I release something and it doesn’t sit right with me, I won’t release it. I’ll just put it off for a while. (Laughs)
And I spend a lot of time agonizing over it. I keep looking for ways to improve the parts I want to fix, and once I find a solution, I get another sample. It’s only after all that deliberation that I finally create the product. In fact, it took about two years for the anti-reflux cushion to reach the market.
When I was developing a body pillow for pregnant women, I sought out only expectant mothers. If I heard that someone I knew was pregnant, I would visit their home and ask for their feedback. Since I wasn’t pregnant myself at the time, I didn’t know whether the product would actually be comfortable for them. So I would bring the pillow over and ask them to lie down on it, then gather their feedback on where it felt uncomfortable.
2. Three Key Tips for Writing Unique Kids' Stories and News Updates for Angel & Bee
Q. While creating a unique product is important, presenting it in a way that supporters can easily understand is also crucial. You mentioned that you “visualized the product’s story.”
If you just list a product’s benefits in a sentence, consumers find it hard to grasp them right away. I think it’s much more important to visualize the key features of our product rather than simply listing them in sentences..
For example, I imagine someone might ask, “How much weight can it support, depending on the children’s weight?” So we took the dumbbells with us and added weights one by one to demonstrate, saying, “It can support up to this much weight.”
Tip. Wondering how to best convey your product’s unique selling point (USP) when writing your story? Ask WAi! (➡️ Ask WAi)
Q. It seems like writing stories for the Kids category is a little different from other categories!
Yes, most other categories typically start by highlighting the product’s unique selling points (USPs) at the top. However, in the kids’ category, rather than starting with the USPs, you should first address the concerns, questions, and frustrations that moms and caregivers face . Then, it would be great if you could clearly demonstrate the solutions—the USPs—through the video. Following that, if you include existing brand reviews or reviews of previous products, it builds the trust needed for customers to make a purchase with confidence, so I think structuring it this way would be ideal.
Q. Looking through your news posts, I could tell you put a lot of care into writing them. I’m curious if you have any tips or tricks for writing news posts.
At first, I jumped into Wadizwithout really knowing much Wadiz, so I wasn’t very good at writing updates. Looking back now, it’s actually pretty embarrassing. But now I understand the importance of updates. I know full well that communicating with supporters is key Wadiz. So, when it comes to how to write updates, I tend to plan everything out.
Since the updates do such a great job of explaininghow to make the most ofthis productand how to maintain it,as a supporter,I get tofully experience not just the product but the brand as well.
Tip:3 Strategies for Kids' Brands to Post UpdatesWadiz
- Showing how we solved the problems with a popular parenting brand
- Writing Authentic Stories with a Genuine Parenting Perspective
- Feature customer reviews written with care in the News and Stories sections
3. Why Angel & Bee Launched Wadiz
Q. Since this is your first product after two years, I imagine you gave careful thought to your distribution channels. Was there a specific reason you chose Wadiz?
We needed a space where we could fully tell the product’s story.
I didn’t want to launch it just anywhere. I needed a place where I could explain the story behind how I selected each and every location for the photo spots, and a friend suggested that Wadizwould be a good fit, so that’s why I chose Wadiz. Since Wadizis a platform where anyone can take on a challenge, even if you’re just a sole proprietor, you can get started, so I think it’s a place where anyone can easily give it a try.
Q. What was it like when you actually ran a crowdfunding campaign on Wadiz?
When I first launched the anti-reflux cushion, there weren’t many kids’ brands around. So people around me often asked, “You’re so tech-focused—are you sure you should be doing kids’ products?”
But even though people didn’t know the Angel & Bee brand, our first funding round still raised about 20 million won. I realized that there are supportersWadizwho will recognize this brand as long as it’s genuine, so I feel very optimistic right now.
Q. You’re currently listed on various platforms besides Wadiz. Is there a particular reason why you always launch new products Wadizfirst?
Yes, Angel & Bee is currently available on various platforms, but we’re launching our first product Wadiz. Wadiz supporters seem open to new products and provide thoughtful feedback with a genuine interest in our products.
In particular, there’s one thingI really liked about Wadiz. It includes reviews from supporters who backed my campaign.I can import those reviews directly into the store. I think the biggest advantage is that potential customers can see the reviews left by backers, which helps drive sales and keeps the product in the spotlight.
Q. Finally, do you have any advice for young makers who are considering fundraising or starting a business?
To all makers considering Wadiz, I want to say that you absolutely should go for it. I can’t help but wonder if we would have garnered this much attention from supporters if we had launched the Angel & Bee Anti-Reflux Pillow on a platform other than Wadiz. I truly believe that Angel & Bee exists today thanks to Wadiz.
And I’d like to say that “my life has entered a second act.” Before Wadiz, I was simply a working mom raising children, but since starting Wadiz, I’ve become a maker who creates products for children and mothers from the perspective of a parent. So, I can honestly say that my life has completely changed.
If a product is made with genuine care, it can gain recognition even if it isn’t well-known.
From product planning to storytelling and news updates—just like Angel & Bee, create content that reflects your genuine passion, piece by piece. Wadiz, there are supporters who recognize that sincerity, and those supporters help your brand grow stronger. You can meet those supporters right now.
Things Kids Makers Should Know Before Launching a Campaign on Wadiz
Q. Why is it better to launch kids' products Wadizrather than through external e-commerce platforms?
A. The external kids' market is highly polarized. Sales are dominated by well-known, popular items, making it difficult for new brands to gain attention. On the other hand, Wadiz, brands can succeed based on a single product, even without brand recognition. Angel & Bee, for example, raised approximately 20 million won in its first funding campaign despite being a completely unknown brand.
Q. What are the benefits of launching a kids' project Wadiz?
A. You can test the market’s response without the burden of inventory and make immediate improvements to your product based on supporter feedback. Reviews are your greatest asset. The reviews accumulated during the campaign are directly leveraged in Wadiz, leading to steady sales even after the campaign ends. Additionally, if you launch your campaign Wadizfor the first time, you’ll receive benefits such as a 30% commission discount, as well as guides and educational materials.
Q. Where should I start when creating a project for the first time?
A. All you need to do is create an account on Wadiz and apply to launch a project. You can get started even if you’re just a sole proprietor. If you’re worried because this is your first crowdfunding campaign, our dedicated project manager will work with you one-on-one every step of the way—from story planning to review and launch—so even first-time makers can prepare at their own pace.
Are you ready to launch your first crowdfunding campaign?
Right now, Wadizis offering a fee discount to support your first steps.
As Angel & Bee’s maker Kim Dong-eun said, anyone can create new opportunities Wadiz.
It’s not brand recognition or flashy advertising, but your genuine concern for solving problems and your sincerity that will make you stand out Wadiz.
Right now, Get a 30% discount on fees and start your Wadiz journey with us!
It all starts with Wadiz.
Want to hear more stories Wadiz?
- If you have an idea ready, share it with the world right away — Why Wadizadopted AI monitoring
- [Funding Data Report] It’s my first funding round—will it go well?
