Following the launch of our Culture Makers research, our Global Head of Youth Trends & Insight, Sam Clough, is taking a deeper look at some of the key findings and what they mean for brands. In the first of a four-part blog series, she explores how creators spark interest… Read More
When I tell marketers that teens are driving youth culture, they usually push back. For years, marketers have worked on the assumption that influence travels downwards. Kids look up to teens. Teens look up to young adults. So, if you want to reach a 15-year-old, you show them… Read More
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
Today, we’re launching Alpha Impact, a new piece of research from SuperAwesome on the technological, economic, and cultural trends shaping Gen Alpha (kids born between 2010 and 2024) and their impact on the world. Understanding the Next Generation with Less BS For this piece, we drew… Read More
In January’s edition of Toy World Magazine Sam Clough, our Global Head of Strategic Research and Insights, was invited to contribute an opinion piece on her latest research into passions, fandoms and their impact on youth audiences – which is shared below. You can check out the full edition… Read More
Big Tech is yet again facing heightened scrutiny for the way it is handling children’s data. TikTok faces a legal battle with the DOJ after allegedly repeatedly violating the Children’s Online Privacy Protection Act (COPPA) and a 2019 Federal Trade Commission (FTC) consent decree. According to… Read More
Afton Thatcher is SuperAwesome’s new Head of Industry for Toys in the US. Historically, brands invested heavily into linear TV ads to reach pre-schoolers – with great success. However, in this new, digital-first era, they’ve had to become more innovative as they bid to keep their brand… Read More
Gaming platforms like Fortnite are THE key to engaging kids and teens. In partnership with WPP, our new report Leveraging Gaming for Brand Affinity explores the gaming ecosystem, offering a wealth of insights on how to build genuine connections with young audiences. Key insights… Read More
Kids are the driving force behind today’s toy sales, and brands can’t afford to ignore how they’re reshaping the market. Our latest infographic The Path to Toy Sales Success: Winning Strategies for Toy Brands in a Tough Economy is full of new data exploring kids’ influence on family toy… Read More
La saison des fêtes approche à grands pas, et il est crucial pour les marques de s’adresser directement aux enfants et aux adolescents. Ces générations influencent en effet les achats de leurs parents, et définissent les tendances shopping de cette année. Découvrez cinq informations essentielles afin que votre marque reste en tête des listes de souhaits. (Toutes les données sont spécifiques à la France.) Read More
