What do Nike Jordan, Fortnite, and e.l.f. Cosmetics have in common?

Key Insight: Kids are talking about safety more than ever – and the brands putting it at the heart o...

Kids aren’t just “smaller adults” and they deserve our respect.Which means that researching them tak...

Last year, no drink had kids queueing round the block quite like Prime. Bottles flipped into collect...

Every year, our Top 100 Coolest Brands offers more than just a ranking – it’s a cultural temperature...

By Pete Maginn, Managing Director, Commercial Insight

From YouTube-fuelled sweet obsessions to rising cost-of-living considerations, the way kids experien...

Kids access to digital devices is a truly hot topic. From Cyberbullying to devices’ addictive nature...

In the US, gyms are becoming Gen Alpha’s new third space: not as the traditional fitness hubs they w...

Gen Alpha are the first generation born entirely into the digital era. Born in the same year as the ...

YouTube has held the number one spot in our Coolest Brands Top 100 for the second year running. And ...

As kids head back to school, parents gear up for the routine of packing lunches, checking menus, and...