What makes a brand cool for kids in 2026?
From consulting with Gen Alpha over hundreds of hours of conversation and 20,000 survey responses across the US and UK, we know there’s more than one pathway to cool.
In fact, we’ve identified 13 brand attributes that click with Gen Alpha. Crucially, brands don’t have to nail all of these: it’s about selecting the right few to own and be known for. And few brands have done that better this year than Pokémon, which climbed 29 places in our Coolest Brands 2026 rankings in the UK - reaching 34th overall and 21st among boys.
Pokémon celebrated its 30th anniversary this year, and while this alone gives the brand fresh momentum and fans a reason to engage, celebrations have grown brand love to the next level because they tap into why kids love Pokémon.
At the heart of the anniversary is the simple question: “What’s your favourite Pokémon?”. It’s a question that has powered everything from celebrity-led campaigns to experiences within Pokémon GO. Simple? Yes. Genius? Also, yes. Because every Pokémon fan’s experience is different: whether they’re obsessed with water, fire or electric types; whether they love watching the shows or memorising the stats; or whether they’re collecting cards from a particular generation or region. It’s not just a question of preference, but of identity. “What’s your favourite Pokémon?” becomes “Tell the world who you are as a Pokémon fan”.
What makes this campaign especially powerful is that it turns personal taste into social currency. Having a unique connection with the Pokémon universe gives kids an easy way to connect with others, providing fuel for playground chatter and friendly debates.
The answers don’t really matter: the discussion itself helps kids find common ground and signal belonging.
"Me and my friends are talking about rare Pokémon cards. My friend Theo has rare gold and shiny cards” – Zayaan, 9
And it’s not just conversational fodder that Pokémon has served up this year as a means of signalling identity and belonging. A host of exciting collaborations give kids new ways to collect and curate unique sets of artefacts that showcase their personal relationship with Pokémon, whether it’s LEGO sets, Owala bottles or Adidas sneakers featuring their favourite characters.
"My friend bought me this LEGO Pokemon Sylveon character as a gift. I love and cherish it. Sylveon is the fairy-type Pokemon that's and evolution of Eevee" – Abby, 13
Alpha also appreciates a brand that doesn’t talk down to them. Chat to a kid Pokémon fan and you’ll very quickly realise how complex the universe is – with a language of its own, and set of backstories, rules and rivalries to learn:
"Greninja is the best Pokémon, he has something called a Megaevolution so his stats are amazing. He has a special attack - which is a certain move is 168 which is really high. He also looks really cool." – Rocco, 9
And for many older kids and teens, collecting becomes impressively entrepreneurial too. They tell us how they’ll track card values on platforms like PriceCharting, buying strategically, selling duplicates - and even running their own livestream sales. So whatever age kids are when they discover Pokémon, the brand offers new and increasingly sophisticated ways to engage as they grow up.
Ultimately, Pokémon's growing cool factor isn't really about the anniversary campaign itself – but the celebrations have brought to the fore what makes Pokémon special to kids. In a world where they’re always seeking opportunities to express themselves and connect with others, Pokémon offers both. It gives every fan a unique story while also making them part of something bigger. That's why Pokémon feels more relevant, more social and, ultimately, cooler than ever.
Curious about learning more about the brands shifting the rankings? You can download our UK Coolest Brands 2026 report below: