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The Real Engine Behind Gen Alpha & Gen Z Fandoms (Hint: It’s Not What You Think)

  • Sam Clough
  • Fandoms ,  Insights
  • Jan 26, 2026
  • 6 Minutes

Last week, we released our latest piece of research at SuperAwesome titled ‘From Discovery to Devotion: The Evolution of Gen Alpha & Z Fandoms‘, which features input from almost 2,000 UK/US kids, teens, parents, and a host of well-known content creators. It was fascinating to uncover… Read More

Why 2026 Will Be the Year of the Good Exit… and the Great Comeback

  • Sam Clough
  • Fandoms
  • Jan 6, 2026
  • 6 Minutes

Our Global Head of Youth Trends and Insight, Sam Clough, was invited for a second year running to contribute her expert opinion in the January edition of Toy World Magazine in the lead up to Toy Fair season. In her 2026 piece, Sam dives into her… Read More

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