economy

32-year-old quit teaching and built a fidget-toy business with her dad. It brought in $428,000 last year

Charlie Moreton and Victoria Baumann are the father-daughter duo behind Victoria Essie Studio, which has seen viral success selling 3D-printed fidget toys.

32-year-old quit teaching and built a fidget-toy business with her dad. It brought in $428,000 last year

TL;DR

  • Victoria Essie Studio, founded by Victoria Baumann and her father Charlie Moreton, produces 3D-printed fidget toys.
  • The business gained significant attention through ASMR-style social media content, attracting millions of viewers.
  • Victoria Baumann transitioned from teaching to entrepreneurship after experiencing burnout, co-founding the studio in 2018.
  • Charlie Moreton joined the business, bringing his 3D printing hobbyist skills to create uniquely designed fidget clickers.
  • The global fidget toy market is valued at over $9 billion and is projected to grow.
  • Victoria Essie Studio generated $428,000 in revenue in 2025, with a net profit of $94,000.
  • Fidget clickers are tactile tools that can aid in emotional regulation and concentration, beneficial for individuals with anxiety, ADHD, or ASD.
  • The studio utilizes licensed artist designs and creates its own unique fidget concepts, such as food items and everyday objects.
  • Production involves 3D printing parts which are then assembled, with complex fidgets taking several days to print.
  • The business operates with over two dozen 3D printers and can assemble approximately 100 fidgets per hour.
  • Themed product drops, such as whimsical food designs, have been particularly successful.
  • Customers primarily include women and neurodivergent individuals across various age groups.
  • Baumann was able to leave her teaching career and multiple part-time jobs, finding more personal fulfillment and income stability.
  • Moreton continues to work as a network security engineer while dedicating significant hours to the studio.
  • The business reinvests profits, has never taken out a loan, and benefits from the father-daughter dynamic for teamwork.
  • Beyond fidgets, the studio also sells earrings and homewares.

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