Hi {{ FIRSTNAME | there, }}

Fourth time the charm? NASA’s found the “clearest signs” of potential life on Mars yet. Three similar claims since the 1970s have been duds. Will this be the final proof, Earthlings? 🛸

In Today’s Open Letter

Despite stressed budgets, SA adults are willing to spend on toys and nostalgia – be part of the kidult trend?

Battlecats, Pokémon, LEGO, hobby spaces and build-and-display kits made in SA. It’s official: The “kidult” market (adults buying toys for themselves) is the country’s fastest-growing toy segment.

With 1-in-3 adults buying toys for themselves, the likes of Toys "R" Us created the collectors Fan Vault and Toy Kingdom added an 18+ collectables category to target adults, so large retailers have clearly cottoned on to the trend. 

But are there any startup/side hustle opportunities in this space in SA?

Where the trend comes from

It’s not new, kidult signals have been building globally since the 1950s (cue the old-timers and their train sets), but it’s snowballed in the US, where adults now spend more on toys for themselves than any age group.

Why? The obvious nostalgia and collectability – Pokémon card ROI outperforms most stocks and your 80s/90s kids are now 35+ with money to spend – but many seek the mental health benefits of escaping the world a little.

What are the SA signals?

SA’s R8bn 2024 toy market is expected to reach R10bn by 2033 as the country mirrors the international trend: Comic Con Africa now draws up to 70k visitors and LEGO created a physical Adults Welcome hub in their new flagship store at the V&A Waterfront.

Who’s capitalising on it?

Community groups like SAFOLS (South African Fans Of LEGO) and LEGO User Groups (LUGs) like CapeLUGS have thousands of members. And just check these clearly adult-aimed LEGO sets at SA LEGO Certified Store, Great Yellow Brick Co.

Trading at Comic Con and the growing tabletop gaming footprint are also huge: The “Unplug Yourself” zone billed 1’200 m² of board gaming space at the event in Joburg alone.

What opportunities are there?

Your obvious speciality/niche e-commerce plays, but licensing is super NB for catching people’s nostalgia moments. Events and community trading card and board game spaces are also interesting. Comic Con is only for 4–8 days of the year, so can we capture the remaining 357?

With collectables booming, authentication, grading, and resale of rarities could also become a play. And don’t forget build-and-display modelling kits: With 3D printers and laser-cutting, you can produce some good-looking stuff.

Let your mind go. What would you love to see/do?

We’re watching this space…

The ultimate laptop, built into your business budget…

Your business needs to stay competitive. 

But large upfront tech costs tie up cash flow.

So how do you get the tools you need to thrive?

Exclusively for SA businesses, Digicape gives you the latest Apple technology — and all the massive productivity gains it delivers — with easy finance options.

And we’ve got an exciting limited offer…

Why not get a new Digicape MacBook Pro M4? You get:
✅ 24 hours of battery life
✅ AI-ready performance
✅ The security and scalability of the macOS ecosystem

From just R299 per month over 12, 24, 36 or 48 months – you choose. 

You get all the Mac power for a low monthly cost and, at the end of the term, you can choose to return, upgrade or keep the machine.

For a limited time only.

Every week on a Friday, we pick an up-and-coming SA e-commerce store and feature it here for you to explore. This week, we look at the world of PadelDeals…

Padel is the fastest-growing sport in the world and South Africa is catching the bug.

Courts are popping up around the country and, with them, a new breed of players chasing rackets, balls and gear that won’t break the bank.

Problem is, until recently, finding a racket or even a decent set of balls meant overpriced options or borrowing from mates.

Enter PadelDeals.co.za.

Run out of Somerset West by two padel die-hards (including a former junior competitive tennis player) who never looked back after their first game, PadelDeals was born when Max and Laurence de Clippel experienced padel’s European boom, knowing it was only a matter of time before padel fever hit SA shores.

With the largest selection of rackets, balls, bags and accessories in the country, PadelDeals keep their pricing competitive so people don't have to break the bank to play the sport they love.

Grab a discount: Open Letter readers get a sweet 10% off deal. Simply use the discount code OPENLETTER10 to claim. But hurry, only the first 10 readers using the code can scoop up the discount.

💥 SA’s Booming AI Job Demand. South Africa's craving for AI skills is skyrocketing with a striking 77% year-on-year hike, proving AI isn't just a buzzword but a game-changer in the job scene. Signs of the times.

🚗 Made in (Not) China? SA is wooing Chinese car manufacturers to invest in local production amidst a surge in imported Chinese vehicles, with a push to manufacture hybrid and electric cars in hubs like East London or Gqeberha. Nice.

🚦AI Chatbot Regulation Looms. California is on the brink of potentially becoming the first state to impose strict regulations on AI companion chatbots, aiming to shield minors from inappropriate content. Looks like the Wild West of AI is getting tamed…

🥳 Guess who's back. Iconic Tupperware is back in SA under the moniker TuppAfrica, despite exiting last year amid financial woes. SA homemakers can hardly contain their excitement…

😎 The Stack. Founders need reliable tools and suppliers. That’s why our Founder’s Stack gives you cloud services and solutions for Azure, AWS, security and AI by Cloud on Demand, B2B tech marketing strategy and execution by Stream, plus loads more vital startup tools & services.

Yesterday, we showed you how Threezero’s spicing up fitness with a smart gym in SA, asking what stops you from going to the gym. And most opt for outside activities…

⬜️⬜️⬜️⬜️⬜️⬜️ ⌚ I don't have the time (0)

🟨🟨⬜️⬜️⬜️⬜️ 😱 Gymtimidation is a real thing (15%)

🟨🟨🟨🟨🟨⬜️ 💰 Too expensive (30%)

🟩🟩🟩🟩🟩🟩 🏄 I prefer other forms of physical activities (35%)

🟨🟨🟨⬜️⬜️⬜️ 😎 I basically live in the gym (20%)

Your 2 cents…

Nice find, Joanne — gonna go check it out now. 🏃‍♀️

🤖 AI Automation Co-Founder @ Creator's Lab

⭐ Chief of Staff @ admyt

🦖 Head of B2B Sales @ OfferZen

🎧 Customer Support Manager @ Jem

💼 Senior Account Executive @ Jem

🧑🏼‍💻 Senior Software Engineer @ Rafiki Works

Hiring? Let us know here and we’ll feature it next week.

🛠 Tool to Try: Online Gantt turns prompts or meeting notes into editable Gantt charts — no manual drag-and-drop.

🤔 That’s Interesting: Sean Connery disliked filming League of Extraordinary Gentlemen so much, he immediately retired after it.

🔥 Next Level: Longest hole-in-one at a golf major: 230.4m — not quite Happy Gilmore, but close.

🍔 Hack: Where’s your audience? This chart shows the top social platforms by age group.

🌐 Wow Site: Space Imagined is a browser explorer using NASA data to let you roam 220+ star systems via spaceship or a dynamic wormhole map.

Hey, Renier here 👋, co-founder of The Open Letter.

I’ve spent 17 years in SA tech and seen hundreds of startups rise and fall. The ones that made it all had one thing in common: a strong community.

That’s why I started The Founder Collab — a space where 100+ SA founders connect for:

☕ Meetups & events

🎓 Weekly masterclasses

📚 35+ expert sessions on-demand

🤝 A network unlike anything else

Come build your startup alongside me and 100+ other SA founders in The Founder Collab.

Spaces are limited — new founders join weekly.

Help us make The Open Letter more useful to you.

Vote in the poll, leave a quick comment, or hit reply — we read every single one.