Unnecessary Inventions
Unnecessary Inventions is a Burlington, VT creator practice run by Matt Benedetto that designs fictional over-engineered consumer products, monetizing through enterprise brand collaborations and DTC merchandise sales to a 14M+ social audience.
- Company typePrivate
- Founded2019
- HeadquartersBurlington, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Unnecessary Inventions does
Revenue is generated through two primary streams: (1) branded content collaborations where consumer brands (Shopify, BodyArmor, Heinz, Dunkin, JBL Audio, Autodesk, Marriott, Slate Auto, Apple, Hyundai, Carvana, Cup Noodles) pay for sponsored invention content distributed to the company's 14M+ combined social followers across YouTube, Instagram, TikTok, Threads, and X/Twitter; and (2) direct-to-consumer merchandise sales via the MATTY e-commerce storefront (thatwasmadebymatty.com) and select physical retail placements in Spirit Halloween stores. Pricing is unit-based for products and project-based for enterprise collaborations; specific price points are not publicly disclosed. The company serves two customer segments: a general consumer audience of novelty/entertainment buyers, and enterprise brand partners seeking distinctive sponsored content and social amplification.
Unnecessary Inventions firmographics
Firmographics- Name
- Unnecessary Inventions
- Legal name
- Unnecessary Inventions
- Website
- https://unnecessaryinventions.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Unnecessary Inventions is a Burlington, VT creator practice run by Matt Benedetto that designs fictional over-engineered consumer products, monetizing through enterprise brand collaborations and DTC merchandise sales to a 14M+ social audience.
- Ownership category
- akta.pro rank
Where Unnecessary Inventions is headquartered
LocationHeadquarters
- HQ city
- Burlington
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Unnecessary Inventions business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain
Revenue model
- Branded Content Collaborations: Partner brands (Shopify, BodyArmor, Heinz, Dunkin, JBL Audio, Autodesk, Marriott, Slate Auto) pay for sponsored invention content, social media posts, and brand partnerships. The inventions have appeared in every major news outlet and on stages across three continents.
- Direct-to-Consumer Merchandise Sales: Physical products sold directly through the MATTY e-commerce storefront (thatwasmadebymatty.com), including the Intersection Opener blind-box bottle openers and redesigned IKEA tote bags. Products are manufactured in small runs, often via 3D printing.
- E-commerce Product Sales (MATTY Store): The company operates its own branded storefront selling curated physical products created by Matt Benedetto, bypassing third-party marketplaces.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Direct-to-consumer physical products |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Unnecessary Inventions product offering
Product offeringCore offering
Unnecessary Inventions is a creative practice run by designer Matt Benedetto that designs, fabricates, and sells fictional/novelty consumer products that parody over-engineered problem-solving gadgets. The portfolio includes 462+ named inventions (e.g., The Intersection Opener™ bottle openers, DAS CLOG™, The Tragic Mouse™, SideCar Garden™) sold through the MATTY e-commerce storefront. The company also monetizes the audience via branded content collaborations with consumer brands such as Shopify, BodyArmor, Heinz, Dunkin, JBL Audio, Autodesk, Marriott, and Slate Auto.
Product overview
Unnecessary Inventions is a creative practice and product portfolio run by designer Matt Benedetto from Burlington, VT, operating since 2019. The core offering is an archive of 462+ inventions that solve problems no one is asking to be solved. The portfolio includes physical products like The Intersection Opener™️ (bottle openers), The Tragic Mouse™️ (iPhone case/mouse hybrid), and DAS CLOG™️ (beer boot glass); technology concepts like The Traffic Telly™️ (TikTok display) and The Standing Mouse™️ (ergonomic mouse accessory); and novelty items like The SideCar Garden™️ (car-mounted planter), The Pho-Mometer™️ (smart chopsticks), and The Treat or Trash Bin™️ (Halloween candy sorter). Products span multiple categories including phone accessories, kitchen tools, fashion items, automotive accessories, and fitness gear. The studio also publishes books (101 Unnecessary Inventions) and operates The Unnecessary Studio™️ as both workspace and attraction. Inventions are showcased on the website with individual pages, and certain products are available for purchase through the separate MATTY shop (thatwasmadebymatty.com).
Differentiator
Problem solved
Functional benefit
Brands
- MATTY: The shop/store brand for Unnecessary Inventions merchandise and products, available at thatwasmadebymatty.com
Products and services
- The Intersection Opener™
Quantifiable outcome
- 462+ inventions filed and documented since 2019
- +3 more outcomes
Companies that use Unnecessary Inventions
Customer profileNamed customers8 records
Segments2 records
Ideal customer profiles2 records
Unnecessary Inventions technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Unnecessary Inventions partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- ShopifycoreBranded collaboration in 2022, where Shopify was featured in sponsored invention content on Unnecessary Inventions' social media channels.
- BodyArmorcoreBranded collaboration in 2022, with BodyArmor beverages featured in an invention video on Unnecessary Inventions' social channels.
- HeinzcoreBranded collaboration in 2022, featuring Heinz products in an invention concept on Unnecessary Inventions' Instagram.
- DunkincoreBranded collaboration in 2023 with Dunkin, featured in sponsored social media content.
- JBL AudiocoreBranded collaboration in 2024, where JBL Audio products were featured in an invention video.
- AutodeskcoreBranded collaboration in 2025 featuring Autodesk software in an invention or design process video on Unnecessary Inventions' social channels.
- MarriottcoreBranded collaboration in 2025 with Marriott, featured in social media content.
- Slate AutocoreBranded collaboration in 2025 with Slate Auto, featured on Unnecessary Inventions' Instagram.
- eufyMakeminoreufyMake provided their E1 UV Printer for the coat rack invention project (Invention №449). Matt Benedetto was provided a product for promotional content, with a limited-time exclusive gift offer for subscribers tied to the E1 UV Printer launch.
- ApplecoreApple and Matt Benedetto collaborated on a retrospective look at his first viral invention (the Cuisine Curtain), produced by Apple, turning a side project into a career. Featured on Unnecessary Inventions' channels.
- Hyundai USAminorHyundai USA collaborated with Matt Benedetto to create a hands-free snack dispenser for the Hyundai Tucson, featured as a collaboration invention on Unnecessary Inventions' social channels.
- CarvanaminorCarvana sent Matt Benedetto one of their own products/inventions for him to test and review through the Unnecessary Inventions lens. Featured as invention content.
- FYRN StudiominorFYRN Studio collaborated with Matt Benedetto on the EDGEOFYØR Seat, a conceptual seat crafted for Huluween on Disney+. The invention appeared as a branded collaboration concept.
- Cup Noodles / NissinminorOriginal Cup Noodles collaborated on the @OriginalCupNoodles Utility Belt invention (Invention №259), an 8-in-1 solution for enjoying ramen on the go.
- BodyArmorminorBodyArmor beverages were featured in the Ski Sipping Stabilizer invention (Invention №315), with @drinkbodyarmor credited in the product description.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Unnecessary Inventions competitors and assessment
Company assessmentBroad incumbents
- MoMA Design Store: Curated retail destination for design-forward and novelty consumer products. Comparable on the design-meets-novelty consumer product positioning and physical retail distribution channel, though at a much broader scale.
- Urban Outfitters: Specialty retailer of curated lifestyle, novelty, and design-forward consumer goods with strong creator/brand collaboration DNA. Comparable on specialty retail of design-novelty products, though at vastly larger scale.
Emerging players
- Knockaround: Creator-and-affordable-style-led brand selling designer-feeling consumer goods. Comparable in the creator-led DTC novelty/accessories category with a focus on physical product sales.
- Princess Awesome: Creator-and-niche-driven product brand selling through DTC and specialty retail. Comparable in the creator-led DTC novelty/designer-product category, though with a different thematic focus.
Direct peers
- Firebox: UK-based online retailer specializing in novelty gifts, gadgets, and unusual consumer products. Comparable assortment, assortment-led novelty positioning, and direct-to-consumer e-commerce.
- Simone Giertz: Solo creator-designer whose YouTube and social channels showcase over-engineered, often-unnecessary inventions and physical builds. Closest direct peer: same creator-economy model, individual design-driven novelty hardware, and brandable aesthetic.
- Archie McPhee: Long-running novelty and gag-gift retailer selling quirky, often absurd consumer products (giant rubber ducks, novelty socks, etc.). Directly comparable on retail format, product category, and target consumer even though the distribution model is broader catalog vs. creator-led.
- Stuff Made Here: YouTube creator James Hobson producing over-engineered, viral inventor content with significant brand collaborations. Comparable creator-led novelty invention content and brand-partnership monetization model.
- Fred & Friends: Designer-led novelty product brand producing quirky, function-meets-humor consumer goods across categories (kitchen, desk, drinkware). Comparable positioning at the intersection of design and novelty gifting.
Regional players
- Manual Woodworkers & Weavers: Specialty gift and novelty retailer with broad DTC and wholesale distribution. Comparable on gift/novelty assortment and retail distribution, though broader-mix rather than single-creator brand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Unnecessary Inventions social profiles
Digital presenceUnnecessary Inventions financial estimates
Financial estimateRevenue estimate
Valuation estimate
Unnecessary Inventions leadership team
Management profileNumber of profiles
Profiles1 record
Unnecessary Inventions funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Unnecessary Inventions M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Unnecessary Inventions
What does Unnecessary Inventions do?
Unnecessary Inventions is a creative practice run by designer Matt Benedetto that designs, fabricates, and sells fictional/novelty consumer products that parody over-engineered problem-solving gadgets. The portfolio includes 462+ named inventions (e.g., The Intersection Opener™ bottle openers, DAS CLOG™, The Tragic Mouse™, SideCar Garden™) sold through the MATTY e-commerce storefront. The company also monetizes the audience via branded content collaborations with consumer brands such as Shopify, BodyArmor, Heinz, Dunkin, JBL Audio, Autodesk, Marriott, and Slate Auto.
Is Unnecessary Inventions a public or private company?
Unnecessary Inventions is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Unnecessary Inventions founded?
Unnecessary Inventions was founded in 2019. It employs 1 to 10 people.
Where is Unnecessary Inventions based?
Unnecessary Inventions is headquartered in Burlington, United States, in the North America region.
How does Unnecessary Inventions make money?
Three revenue lines are on record. Branded Content Collaborations are the primary driver. The others are direct-to-Consumer Merchandise Sales and E-commerce Product Sales (MATTY Store).
Who are Unnecessary Inventions's main competitors?
Broad incumbents on record are MoMA Design Store and Urban Outfitters. Emerging players are Knockaround and Princess Awesome. Direct peers are Firebox, Simone Giertz, Archie McPhee, Stuff Made Here and Fred & Friends. Manual Woodworkers & Weavers is listed as a regional player.
Does Unnecessary Inventions have an API?
No public API is recorded for Unnecessary Inventions.