'generation alpha'

A gaming headset that safeguards young players

News

A gaming headset that safeguards young players

Marketing company Mullenlowe is teaming up with digital gaming service Mobily eSports to create a headset safeguarding young gamers from online pre...
Youth : Tech : Media
Kids teach dads about dairy in Oatly’s campaign

News

Kids teach dads about dairy in Oatly’s campaign

Alternative milk brand Oatly has enlisted the younger generation to promote plant-based lifestyles to men aged 44–75.
Drink : Vegan : Milk
Ryan’s World reaches Gen Alpha fans on Roblox

News

Ryan’s World reaches Gen Alpha fans on Roblox

Nine-year-old Ryan Kaji has become the first YouTube creator to build an interactive virtual world for his fans.
Media & Entertainment : Technology : Youth
This phygital book helps children become bilingual

News

This phygital book helps children become bilingual

Habbi Habbi uses engaging UX to teach toddlers how to speak Mandarin and Spanish.
Youth : Leisure : Reading
Premium play spaces

Big Ideas

Premium play spaces

Created with the offspring of wealthy Millennials in mind, these luxury leisure spaces bring parents and children together for elevated bonding exp...
Youth : Luxury : Leisure
EQ Toys for Boys

Micro Trends

EQ Toys for Boys

Shifting attitudes among parents are driving a movement for boys’ toys that inspire emotional intelligence above raucous play.
New Masculinity : Youth : Family
Phygital Lego bricks for Gen Alpha musicians

News

Phygital Lego bricks for Gen Alpha musicians

The Lego Group and Universal Music Group are joining forces to launch Vidiyo, a phygital music video maker geared towards children aged 7–10.
Music : Technology : Youth
Healthy kids campaigns

Big Ideas

Healthy kids campaigns

A series of new food industry initiatives aim to inspire and deliver healthier eating among children by targeting parents, schools and care-givers.
Food : Healthy Eating Design : Children
Families have evolved. Why haven’t brands caught up?

Viewpoints

Families have evolved. Why haven’t brands caught up?

Brands and advertisers are ignoring modern families. Could one solution lie in switching around the creatives and therefore cultural nous at compan...
Advertising : Future Family : Identity
Is screen-based schooling driving a new class divide?

Viewpoints

Is screen-based schooling driving a new class divide?

Psychologist Richard Freed, who studies the effects of technology on children, on what happens when digital learning becomes the preserve of lowe...
Youth : Digital : Education
Is a child-free lifestyle the new vegan?

Viewpoints

Is a child-free lifestyle the new vegan?

From environmental to financial impacts, societal concerns to self-doubt, more and more people are asking ‘why have children?’
Parenting : Children : Pregnancy
Health-conscious Kids

Micro Trends

Health-conscious Kids

As society becomes more health-conscious, wellness is trickling down to the youngest generation.
WellJelly : China Drewitt : Fitness Trackers
Apple and Malala partner to produce activist-tainment

News

Apple and Malala partner to produce activist-tainment

Women’s rights activist and Nobel laureate Malala Yousafzai is partnering with Apple TV+ on a series of inspirational programming.
Technology : Activism : Digital
Teen Tech Welfare

Markets

Teen Tech Welfare

Brands are playing an increasingly supportive role to parents and children to help them approach their digital lives more mindfully.
Media : Technology : Kids
Mattel’s gender-inclusive doll line challenges norms

News

Mattel’s gender-inclusive doll line challenges norms

The toymaker has unveiled a collection of customisable, gender-inclusive dolls.
Youth : Society : Inclusivity
Children’s Travel Market

Markets

Children’s Travel Market

Modern travel brands are going above and beyond to ensure children are entertained on holiday.
Travel : Hospitality : Luxury
Why brands must demystify children’s meal times

Viewpoints

Why brands must demystify children’s meal times

Beth Bentley, global vice-president of strategy at Virtue Worldwide, on why brands play a crucial role in demystifying children’s nutrition.
Food : Parenting : Baby Food
Should we let kids play with Alexa?

Viewpoints

Should we let kids play with Alexa?

Brands need to win the argument for voice-based interaction rather than being reactionary.
Digital : Education : Children
Girlswear for Boys

Micro Trends

Girlswear for Boys

The genderless children’s clothing sector has typically featured girls borrowing from the boys. Now, brands and organisations are flipping the narr...
Fashion : Youth : Retail
Childrenswear Market

Markets

Childrenswear Market

The childrenswear market is booming, with the rise of Millennial parenting affecting everything from the aesthetic to the acceptance of a more luxu...
Fashion : Youth : Digital
Brand Parents

Micro Trends

Brand Parents

Parents are looking for technology to help them achieve a better balance between the stresses of work and family life.
Parenting : Snoo : Future Family
Aiki is an empathetic object for hospital procedures

News

Aiki is an empathetic object for hospital procedures

Designer Josephine de Fijter has created Aiki, a sensory object designed to reduce trauma for children during medical care.
Health & Wellness : Design : Animation
Optus donates internet access to Australian children

News

Optus donates internet access to Australian children

The telecoms firm has created an animated ad to promote its data donation initiative.
Media : Technology : Generation Alpha
Lego promotes analogue play with 2D Dots

News

Lego promotes analogue play with 2D Dots

Lego is experimenting with arts and crafts by using the 2D tile-based play concept Lego Dots.
Youth : Play : Design
Bold Baby Food

Micro Trends

Bold Baby Food

To foster a new generation of adventurous eaters, brands are offering flavourful new baby foods with herbs, roots and spices from the global pantry.
Food : Youth : Health
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