Parent Obsession Cements Totem Compass as SXSW's Most Viral Product for Second Straight Year

A year after their viral debut, Totem returned to the 2025 South by Southwest Expo with a show-stopping interactive booth and live demos of their flagship product, the Totem Compass—the screen-free wearable that helps people find their loved ones without cell service or internet connection. For the second year in a row, live-recorded TikTok from the Expo floor went viral, surging to over 1.8M views in less than 48 hours.

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Originally designed for festival-goers, the Totem Compass found an unexpected new fanbase at SXSW: families. At Totem’s unmissable all-pink booth, parents gathered as their children played with the interactive light installation, triggering cascading waves of color to demonstrate Totem’s new light show technology powered by the Unity Mesh Network. As parents watched, they saw more than just a dazzling display—they saw a must-have tool for keeping children safe while giving them the freedom children crave.

As screen time concerns grow among parents, SXSW attendees saw the Totem Compass as an ideal balance of freedom, safety, and fun. Recent studies show that a whopping 78% of US parents believe it is unacceptable for a child under 12 to have a smartphone.

With a simple, screen-free design, the Totem Compass allows parents to enjoy peace of mind while giving their children more freedom to explore and have fun. Its intuitive UX is easy enough for a five-year-old to use, making it a must-have family tool for amusement parks, zoos, camping, family vacations, and more.

“We originally built the Totem Compass to help festival-goers feel safe and free, but SXSW revealed something much larger,” said Carter Fowler, CEO of Totem. “Parents around the world are desperate for a way to give their kids more freedom without putting a smartphone in their hands. With concerns about screen time at an all-time high, the Totem Compass offers a simple, intuitive way for families to stay connected and safe, no smartphones required.”

The excitement wasn’t confined to the SXSW Expo, however. Thousands of parents around the world jumped into the comments of the viral TikTok post to mirror the same excitement as SXSW attendees:

• "Why didn’t this exist when my kids were younger?!"
• "Finally, a way to keep my kid safe without handing them a phone!"
• "I need this for our next Disneyland trip!"

SXSW is just the latest chapter in Totem’s meteoric rise. Since its viral debut last year, the company has:

• Shipped Totem Compasses to over 24,000 users in 60+ countries
• Amassed over 135 million organic views on social media
• Announced a groundbreaking partnership with Same Same But Different Festival (SSBD) to create the world’s first immersive, phone-free festival experience powered by Totem

As Totem continues to expand and grow, one thing is clear: whether at festivals, amusement parks, or family vacations, no one has to lose the people they love ever again.

The Totem Compass is available now for $69 at totemlabs.com.

About Totem:

Totem, Inc. is a Tennessee-based startup dedicated to making live events safer, more immersive, and more beautiful. Founded in early 2024, Totem has rapidly grown from an idea into a bonafide global movement. Founded on the belief that no one deserves to be lost, Totem is guided by four core values—Love, Unity, Simplicity, and Beauty—as it seeks to usher in a new era of human connection around the world.

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