STARTUPS
How Fündäd reinvented the Dad market and created a $700 million dollar lifestyle brand
Published: Sat - Oct 26, 2029 9:05 AM EST
Zachary Green
@/IN/ZACHARY-GREEN-NEWS
@ZACHGREEN_NEWS
Article Version 5 - Taylor’s Changes
Fündäd uses a vast system of logos and marks.
Let’s face it, the way dads are represented in today’s culture is pretty lame.
From the decades old bumbling dad trope like Homer Simpson and Phil Dunphy, to colloquial terms such as “dad bod” and “dad jokes”, real dads are tired of being portrayed as incompetent and embarrassing.
A few years ago, four brothers started wondering if they could change that. What if they could actually make dads cool?
That’s the relatively simple origin story behind Fündäd, the lifestyle brand that was trademarked in 2024 and officially launched the following year.
It might sound like a joke at first — and it kind of was — but there’s nothing funny, or lame, about how quickly Fündäd has become a dominant force in several markets that combined, are worth over $355 billion in the US alone.
From its viral social media posts to its guerilla marketing and brand collaborations, Fündäd suddenly seemed to be everywhere. That social cachet and multi-generational influence is reflected in the jump in its sales, which were $2.8 million in 2027 and are on track to be $130 million in 2030.
Celebrities like Patrick Mahomes and Chris Hemsworth (more on him later) have joined the Fündäd movement, praising the brand’s commitment to creating not just cool products but challenging dads to step up their game.
That’s because Fündäd has built a lifestyle brand that feels authentic and its products have come to represent a way of life that many dads aspire to.
Chris Hemsworth out in Atlanta sporting Fündäd with daughter India Rose during the filming of Mad Max: The Wasteland
Russian Roulette with lunch bags
While reminiscing about their childhood, the Harkey brothers frequently mentioned a game called Ooey Gooey. Their dad would play it at all the family birthday parties, and it was always a huge hit.
Ooey Gooey was essentially Russian Roulette with a twist: a circle of brown paper lunch bags placed atop a lazy Susan. Their dad would gather the kids around to watch as he filled all but one bag with candy. The last bag, however, was loaded with sketchy kitchen ingredients—eggs, mayonnaise, anchovies. The more disgusting, the better. As the children squealed in anticipation, he'd spin the dial. Tension mounted as he guided a blindfolded child's hand toward a bag, the suspense reaching its peak.
Eager to share the game with the world and potentially turn a profit, the brothers began developing Ooey Gooey as a product for the toy market. However, they quickly realized that the game's success hinged entirely on the showmanship of the adult running it. The realization was not exclusive to Ooey Gooey, but so many other ways in which dads connect with their kids. Fündäd was born.
Evolution of Ooey Gooey from early sketches to working protoype.
Waking a giant
Fündäd believed the dad market was a sleeping giant, collectively underserved by existing brands. Uniting the demographic under a common flag was key to unlocking the $3.1 trillion annual buying power of a multi generational customer base that turned out to be very loyal.
Additionally, Fündäd recognized that the gift-for-dad market consisted largely of generic novelties that reduced dads to tired clichés. The Father's Day gift market alone was worth $22.4 billion in 2024. It didn't take much for Fündäd to provide compelling alternatives. With birthdays and Christmas added to the mix, Fündäd has become the go-to solution for Dad gifts.
Fündäd Cornhole Set
Fündäd Gear
Going all in
Initially, the brothers worked on Fündäd in their spare time, using their own money. They knew the apparel business from previous ventures and realized it would be the quickest entry point to get the Fündäd brand out to the public.
However, the demands of full-time jobs and conflicting schedules made it challenging to maintain momentum. Pre-seed funding from friends and family proved critical, allowing them to focus all their time and resources on building out Fündäd with a small but dedicated team of creatives and strategists.
They developed a website, created prototypes, and produced spec commercials—essential elements for launching their brand. Experienced mentors in the lifestyle industry, provided invaluable guidance in refining their brand strategy and product offerings.
With this runway in place, Fündäd evolved from a concept into a concrete business, paving the way for its rapid growth and subsequent success in attracting substantial investments.
In May of 2025, Fündäd secured $1.5 million in seed funding from Kerns Capital. That same month, the company officially launched its website and began selling apparel directly to customers.
Testing Ooey Gooey hand portal at Fündäd HQ. All products are heavily field tested.
Mastering the mundane
With a manufacturing network in place, Fündäd entered the emerging market of EDC (everyday carry)—or as they cleverly dubbed it, "every-dad-carry." The brand now offers an array of EDC products, including pocket knives, multitools, stylish gear bags, and organizers. These items sport a timeless appeal and aim to make the notion of bumbling dads obsolete.
Fündäd's curated kits have experienced a dramatic uptick in sales during recent summer months and have been a significant component of their rapid growth. These task and activity-specific collections are designed to reduce guesswork and eliminate friction points.
"There's satisfaction in conquering small tasks that can be frustrating without the right tool. If your customers trust you with the products they use daily—and even better, enjoy that experience—they're likely to come to you for other things," said Austin.
The Flow-Station 5000 is Fündäd’s flagship gear bag and a central component of the Fündäd EDC platform.
Sharing the play book
With ten children between them, ranging from preschool to college age, the brothers had amassed a wealth of dad experience. They capitalized on this by compiling a list of games, activities, and dad hacks they'd developed with their own kids over the years. These "plays," as the brothers coined them, became the backdrop for ads featuring Fündäd products, showcasing the brand's real-world applications and appeal.
Fündäd actively encourages dads to submit their own plays. The best submissions are featured on the company's website, app, and social media platforms. This recognition and community engagement has proven to be a significant factor in attracting new customers.
Exclusive offers, early access to products, and a more personalized experience are a few of the perks that come with monthly or annual membership fees. Members also get reminders and gift suggestions for important dates like birthdays. As an added bonus, Fündäd will even wrap the gifts for you.
Fündäd VIP Email Subscription
Keeping it old school
In 2027, the brand partnered with Mattel to launch Ooey Gooey as the flagship product of their Fündäd Original Toys line.
“We wanted our toys and games to have a throwback quality to remind dads of their own childhood. If you are able to take them to that place, there is a certain magic you can unlock and dads will participate on an entirely different level,” said Taylor.
Ooey Gooey exemplifies this retro styling. The products are sturdy and engineered for rough play. While the detailed craftsmanship and robust packaging come at a premium price, customers have shown a willingness to invest. As customer Steve Long puts it, "It's rare to find games that are both fun to play with your kids and stylish enough to display on a coffee table."
Fündäd retro flip cards
The Fündäd mindset
Some say the brand has developed a cult following but the brothers are quick to point out that Fündäd is a full-fledged community with over 1.2 million active members.
As we spoke with Fündäd enthusiasts, it became clear that the appeal goes beyond style, nostalgia, and functionality. Randy Rhino, a Fündäd customer from San Antonio says, “Fündäd is a mindset, a call to action. When I put on my Fündäd hat it reminds me to ditch my phone and engage with my kid. Do something unexpected. Have an adventure.”
Fündäd pickleball set
Fündäd balls
Fündäd pre-wrapped gifts from dads and for dads.
The Hemsworth Effect
When Thor himself began representing the brand to his 59.1 million followers, Fündäd's visibility skyrocketed overnight. "From day one, we knew that Chris embodied everything we stand for. One glance at his Instagram account shows how central his kids are to his life," says Taylor. Impressed by the company's mission and potential, Hemsworth became an investor in 2028, further cementing his commitment to Fündäd.
More than a brand—a movement
Fündäd's strong brand identity has enabled partnerships with industry giants like Mattel, Yeti, and GoPro. These collaborations, spanning product development and media campaigns, have significantly broadened the company's reach. To date, investors have poured $195 million into Fündäd, resulting in a brand valuation of $700 million.
The Harkey brothers embarked on a mission to redefine how dads were represented in today’s culture. Since then, Fündäd has become more than just a brand; it's a movement. As dads spend more time embracing the complexities of modern life, Fündäd is the go-to choice for fathers aspiring to raise their own bar.
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