Why Are Established Brands Using Kickstarter? ...Middle East

Kickstarter and crowdfunding platforms like it have generally been thought of as a place for startups to gain enough capital to bring projects to life. While it’s never been explicitly stated by Kickstarter, most people believe that the platform is for businesses or ideas that are just starting out. Recently, however, I’ve noticed several well-established smart tech companies using the platform to launch products. All of these companies—notably Eufy, Aqara and Switchbot—already have a library of traditionally launched, successful projects, a healthy customer base and name recognition. It led me to wonder the cause of this trend and if it has implications for the brands or consumers. Crowdfun

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