Samsung’s Playful Tech Accessories Woo Gen Zers
Published 15 September 2023
Brands are going all-in on creative expression, developing fun cases and skins to keep personal electronics feeling fresh and appeal to consumers’ distinctive styles. We examine Samsung’s new Eco-Friends accessories line and how recycled materials, bold designs and esteemed licenses are wooing young people.
Eco-Friends is a range of tech accessories including phone cases, watchbands, tablet sleeves and wearable straps to bring individuality to Samsung’s personal electronics. The accessories are fitted for use with 64 of its most recent and best-selling devices, such as smartphones, tablets, smartwatches, earbuds and even the Freestyle projector.
The designs feature artwork and characters from popular global licenses, including Disney, Marvel and Minions (all US) as well as Pokémon (Japan) and Kakao Friends (South Korea), and art from the likes of late American artist Keith Haring and Toiletpaper magazine (Italy) as well as from popular Korean bands BTS and Stray Kids.
Sustainability is front of mind here, with all designs containing a minimum of 40% recycled post-consumer material. Samsung promises to expand its use of recycled materials in future launches.
The collection also blurs the boundary between physical and digital worlds with animated screensavers and backgrounds that correspond to the accessories’ themes. For instance, consumers with a Pokémon phone case can download a Pokémon background that animates the phone screen to bring the theme to life.
Eco-Friends was developed by Samsung’s Future Generation Lab, a group of global employees in their 20s working to produce and sense-check that the company’s projects reflect the values and tastes of younger consumers. This launch highlights that varied designs and material options are key to helping Gen Zers communicate their sustainable values and personal style.
