Every year, we see certain brands make impressive jumps in our Coolest Brands for Kids rankings. It’s always interesting to look at which brands are the big climbers – but it’s even more interesting to understand why they got there.
This year, we’ve noticed something that a few of the big climbers have in common: they aren’t staying in their lane. They’re showing up in more places, more moments and giving kids more ways to take part. And in doing so, they’re enabling kids to be part of something, to express themselves and to share with friends and family.
Let’s look at two of the biggest climbers of 2026 in the US - who demonstrate this shift perfectly.
Super Mario (#20, +28 places)
For decades, Mario has been one of gaming's biggest stars. But talk to kids about Mario in 2026 and you won’t just hear them talk about gameplay. Of course, they have plenty to say about the likes of Mario Kart, Mario Party and Super Smash Bros, but that’s only part of the picture. Because Mario no longer feels like a game or confined to the console. It feels like a fan universe.
The release of the Super Mario Galaxy Movie this year, a sequel to 2023’s Super Mario Bros Movie, not only drove a lot of cinema visits, but it also gave kids a fresh way to engage with the brand, and plenty to talk about with their friends (whether or not they liked it as much as the first!).
But that’s not all – from LEGO builds and character figurines to Mario Day celebrations, Super Mario Crocs and Happy Meal goodies, this year kids have been engaging with the brand across entertainment, play, fashion, eating out, and beyond – giving them more ways to explore and express their fandom.
"I got two new things from Mario Galaxy. A Big Bowser figure in purple and a mini Luigi figure. I don't know what they are for I just saw them and wanted them - I have them on my window sill" – Louis, 9
Walmart (#32, +25 places)
Ok, we bet you weren’t expecting this to be the other brand we talked about here. A discount retailer brand isn’t necessarily the most obvious choice to feature in the Coolest Brands list – let alone be one of the big climbers. But that just makes it more interesting.
For kids, Walmart isn't just somewhere to buy things. It's where internet culture becomes something they can actually own – and for allowance-friendly prices too. For Gen Alpha, who you are increasingly shows up in what you collect - so whether kids are hunting down Dandy’s World [Roblox minigame] plushies, Pokémon merchandise, Labubu-style collectibles or fandom apparel, Walmart gives kids a way to bring their digitally inspired obsessions into the real world, making them even more shareable and tangible.
“I’m searching for a Pebble plush from Dandy’s World in Walmart” – Abby, 13
"I get clothes from Walmart and I like T-shirts with Pokémon or Star Wars on them." – Ed, 10
The takeaway: the coolest brands meet kids where they are
They don't wait for kids to seek them out. They bounce across entertainment, toys, food, fashion, memes and beyond. The brands gaining ground are the ones finding more ways to become a part of kids' everyday lives.
The result? More chances for kids to participate, share and signal what they’re into.
Curious about learning more about the brands shifting the rankings? You can download our US Coolest Brands 2026 report below:
