Victoria Baumann, a 32-year-old former teacher, and her father Charlie Moreton, 51, have built Victoria Essie Studio, a fidget toy business based in North Carolina, which generated $428,000 in revenue in 2025 according to documents reviewed by CNBC Make It [1]. Baumann started the studio in 2018 as a side business selling art and jewelry, but the company pivoted to fidget toys after Moreton joined in 2025, leveraging his 3D printing hobby and a cake-shaped fidget clicker design that matched Baumann's artistic style [1].
The business has quickly gained traction, capturing the attention of millions through ASMR-style social media posts and endorsements from content creators such as Brittany Broski [1]. Victoria Essie Studio's fidget clickers are described as tactile tools with mechanical components similar to mechanical keyboards, appealing to both children and adults seeking ways to regulate emotions or concentrate, particularly those with anxiety, ADHD, or Autism Spectrum Disorders [1].
The global fidget toys market was valued at over $9 billion in 2025, with projections for continued growth over the next decade, according to Fortune Business Insights [1]. Baumann and Moreton have expanded their product line by collaborating with artists for unique designs and paying commercial licenses, as well as developing their own creations, including fidgets shaped like inhalers, sticky note holders, and crayons [1].
Victoria Essie Studio has evolved from a two-printer operation into a full-fledged business with plans for further expansion, reflecting both the popularity of fidget toys and the potential for continued market growth [1].
CONCLUSION
Victoria Essie Studio's rapid growth and substantial revenue highlight the expanding demand for fidget toys, supported by a robust global market valued at $9 billion in 2025. The company's innovative approach and plans for expansion suggest positive momentum, with market implications pointing to sustained interest and opportunity in the fidget toy sector.