What Innovators can Learn from the Fidget Spinner Craze

Originally developed for children with ADHD or autism, the fidget spinner craze quickly spread across the globe via social media, with no marketing or advertising campaigns necessary. Major toy retailers were caught off guard and had to order supplies from China by air freight to meet demand. This unexpected success shows that monitoring what consumers share on social media and riding the wave of peer pressure can be more effective than expensive marketing campaigns.