Promo Insiders: The Impact of Counselor’s 2025 Product of the Year
Personalized accessories – the Counselor 2025 Product of the Year – have made waves by turning promo’s smallest items into major vessels for personal expression and brand engagement.
On their face, promo items like stickers, pins, patches or straw toppers can seem a bit unassuming. They’re tiny, potentially easy to lose, even silly.
But in reality, these personalized accessories – Counselor 2025 Product of the Year – made a massive impact on the promo industry in 2025 as companies aim for increased brand engagement through personalization in their gifting. And they certainly don’t hurt for brands looking to get a little bit playful on a budget.
“Accessories are the perfect vehicle for fun,” says Tommy Gomez, senior director of creative strategy at Brilliant (asi/146116).
In this week’s episode of Promo Insiders, Gomez joins ASI Media’s Data Analytics Editor Hannah Rosenberger to break down why personalized accessories blew up in 2025, and more importantly, how companies are getting in on the trend – including stepping away from strict logos, leaning into creative design and giving recipients a bigger voice when it comes to designing their item.
Key Takeaways
•ASI Media has named personalized accessories – such as stickers, patches and shoe charms – the Counselor 2025 Product of the Year, reflecting a major industry shift toward customization and consumer choice.
•The trend is fueled by a desire for playfulness and individuality, says Brilliant’s (asi/146116) Tommy Gomez, offering an escape from heavier industry topics and allowing brands to create more engaging, interactive experiences.
•Social media aesthetics also play a critical role, as consumers favor visually appealing, shareable designs over traditional logo-centric items, driving demand for creative branding approaches. Many brands are prioritizing messages, characters or playful designs over simply placing a logo on a product.
•Accessories introduce flexibility and collectability, enabling brands to offer mix-and-match options or event-specific pieces that encourage repeat engagement and make promotional products feel more personal. They also allow recipients to decide whether to use them and how to apply them, which adds flexibility compared to traditional branded items.
•This movement signals a broader evolution in promotional marketing, where personalization and creativity – not just cost or volume – are becoming key differentiators for brands seeking stronger connections with their audiences.