32-year-old quit teaching, built fidget-toy business with her dad that

What do you do when you need a moment to focus? For thousands of people around the U.S., the answer might be reaching for a technicolor piece of plastic that, when pressed, emits a soft and satisfying “click.”

A lot of those people have Victoria Baumann and Charlie Moreton to thank, the father-daughter duo behind Victoria Essie Studio that produces fidget toys and other knickknacks out of their homes in North Carolina.

It’s only been about a year since the pair stumbled into the niche of 3D printing fidget clickers, and they’ve already captured the attention of millions (including the adoration of content creator Brittany Broski) through their ASMR-style behind-the-scenes social posts.

Baumann, 32, started Victoria Essie Studio in 2018 to sell her art and jewelry as a side business while working as a full-time teacher. Moreton, 51, is a 3D printing hobbyist who joined his daughter’s company in 2025 after he came across a design for a cake-shaped fidget clicker that fit his daughter’s artistic style: cute, colorful, and influenced by Y2K nostalgia.

Together, they tapped into the market of fidget clickers, or small devices designed to keep a user’s hands busy when they’re inclined to fidget. Consider them the next iteration of the 2010s-era fidget spinner. In 2025, the global fidget toys market was valued at over $9 billion, according to Fortune Business Insights, with projections to grow in the next decade.

Victoria Essie Studio generated $428,000 in revenue in 2025, according to documents reviewed by CNBC Make It. What started as a two-printer operation has now turned into a full-fledged business with big plans to expand.

Fidget clickers are a type of tactile tool, sometimes with an auditory component, that people press, click or fidget with to help regulate their emotions or concentrate on tasks. Health experts say they can be particularly beneficial to people who have anxiety, attention deficit hyperactivity disorder (ADHD) or Autism Spectrum Disorders (ASD).

The Victoria Essie Studio fidgets have “the same type of mechanical component as a mechanical keyboard,” Baumann says. “So it has that really nice tactile feel and click.”

After initial success selling their first cake fidgets, the two began working with artists who create designs for the fidgets — from cereal bowls to toadstools — then pay a commercial license for the design so they can print them. Baumann and Moreton have also started making some of their own designs, including fidgets that look like inhalers, sticky note holders and crayons.

The two work together closely throughout the production process: Baumann goes over to Moreton’s house, they decide which fidget they want to make, choose the colors…