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By Lin Taylor
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When Gabriel Cruz and his wife, Liza, first opened Honest Art in 2021, he could not have imagined that the creative business would see record growth and six franchises sold within five years.
What started that year as 3,000 children attending art classes, workshops, after-school clubs and parties has become 10,000 students walking through the studio's doors annually. But Cruz admits he can't take all the credit for the sudden growth.
"I don't know exactly what fueled us to this level, but I would say that there's something bigger going on," the chief executive told Newsweek in a phone interview. "Maybe with everything going on with the world, the impact of social media, as well as just people's overall desire to have their kids off screens for some period of time."
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Demand for Screen-Free Toys and Activities
As governments mull social media bans for children and researchers raise concerns about the impact of screen time on childhood development, parents are turning to screen-free activities and products.
And demand is soaring.
In 2025, screen-free activities for children were worth $35.40 billion and was projected to reach $61.41 billion by 2034, data by the market research group Fortune Business Insights showed.
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Cruz says Honest Art saw 50 percent growth in the past year, compared to an average of 25 percent growth in previous years. He attributed that success partly to its unique business model, where he hires professionally trained artists as teachers and has a payment plan ranging from $60 drop-in classes to unlimited monthly classes for $399, much like a gym membership.
"This year has been remarkable in comparison to past years. It just created a good feeling of confidence. It was either we open more studios or we get other people to do it through a franchise model," Cruz said.
"Franchising is much faster for growth, so that's what we did, and we've had an amazing result," he added. "Six franchises from the zero is a pretty good year."
Experiences a Growing Consumer Trend
Consumers are increasingly choosing experiences that make them feel connected, relaxed or excited, according to a 2026 report by global consulting firm McKinsey & Company.
"The consumers in our survey consistently say that when choosing experiences, they prioritize factors such as spending quality time with others, relaxation, excitement, and learning," the State of the Consumer 2026 report said.
Last year, U.S. landlords leased more commercial space to service-oriented tenants than to retailers, McKinsey added, with experiential, wellness and fitness businesses among the top performers.
This rings true for Cruz, who had six franchises sold earlier this year. Two franchises are scheduled to open next January, and there are plans to expand overseas, he said.
Adults Also Weary of Screens
It's not only children who are going offline. Whether it's experiences or analog products and toys, more adult consumers are opting for screen-free activities.
Market research group Circana reported that toy sales rose 17 percent during the first six months of 2026, the strongest first-half growth in six years. Much of that increase came from trading cards, collectibles and other products appealing to teenagers and adults.
Earlier this month, Toys "R" Us announced plans to open 120 new stand-alone stores ahead of the holiday shopping season, as demand for toys and collectibles continues to rise among adults and children.
"We're seeing toys increasingly function as hobbies, fandom ecosystems, and social experiences rather than traditional children's products," said Kristen McLean, the vice president of client insights for Circana's Entertainment Knowledge Group, in an August report.
This trend, which U.S. industry body the Toy Association has dubbed "cozy culture," reflects the demand for more low-tech and no-tech play.
"Rather than rejecting technology outright, this movement represents a conscious reset, with play serving as a screen-free space for emotional regulation, creativity, and connection," the Toy Association said in its 2026 trends report.
Cruz says he is also seeing more adults attend Honest Art's classes and workshops, something that was not popular a few years ago.
"I think that shift has a lot to do with adults and kids feeling a little weary of screens and wanting to get out of the house to do something creative. I think it is more appealing than ever."
Contact Newsweek editors on this story: Mike Hirst and Shakeema Edwards.
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