The Wall Street Journal - If you’re thinking about giving a mini waffle maker as a gift for the holi

If you’re thinking about giving a mini waffle maker as a gift for the holidays, don’t be surprised if you get one in return.⁠⁠One of the season’s hottest buys is a puny kitchen gadget that cooks 4-inch waffles, one at a time: the $12.99 Dash Mini Waffle Maker from StoreBound, a New York-based housewares company. The waffle’s cute size and the device’s cute price—often $10—have made them popular props for TikTok videos, whether people are showing off their growing collection or not-quite-waffle creation. Also adding to the allure is that different models produce different waffle shapes, including Christmas trees, hearts and stars.⁠⁠Confessionals from buyers are all over Twitter and Instagram. On TikTok, the hashtag #dashwafflemaker has 41.2 million views. TikTokers are using their waffle makers for more than just a basic buttermilk recipe. People are baking cookies, mini pizzas, hash browns, apple pies and more, not to mention egg-and-cheese “chaffles” and chickpea-laden “falaffles.”⁠⁠“Mini” items have long charmed consumers and their social-media feeds, from tiny appliances to dollhouse-size replicas of McCormick black pepper and Kikkoman soy sauce. Mini Belgian waffle makers had a 250% search interest increase in 2022, according to Google, blowing past mini doughnut makers, mini blenders and mini griddles.⁠⁠More than 20 million Dash waffle makers have been sold to date, says Evan Dash, StoreBound’s founder and chief executive.⁠⁠Read more at the link in our bio.⁠⁠Photo: Dash
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