Trends aren’t one-size-fits-all - especially not for kids and teens. While adults chase FOMO, kids operate on HMFI: Help Me Fit In. 

From squishy collectibles to chaotic AI mashups, what lands as “cool” depends on timing, tribe, and delight. Some crazes bubble up from the playground and explode on TikTok, while others flow from teens down to younger audiences.

If kids are still playing and engaging with it then it’s a live trend, no matter how old it looks to adults!

Kids and Trends

From age 5–6, kids start comparing themselves to peers. Belonging, kudos, and tribe identity shape what they engage with. That’s why timing is everything. K-Pop Demon Hunters landed perfectly because Gen Alpha was ready.

And trends don’t just flow top-down - kids influence culture too. Squishmallows started young and flowed upwards to Gen Z via TikTok, while skincare now trickles down from teens as kids report their Sephora trips. Kids are cultural tastemakers, not just consumers, and even “old” trends like slime remain alive as kids continue to discover it.

Trend 1 – Labubu

Hong Kong’s collectible Labubu rose to fame after K-Pop stars shared them online. Nordic fairytale-inspired monsters with bunny ears, demon fangs, and blind box surprises keep kids hooked.

Accessories, themed editions, and rare Secret Series drops turn collecting into a playful, social adventure.

Trend 2 – Italian Brainrot

Italian Brainrot hit kids’ radars in summer 2025. AI-generated chaos - ballerina coffee cups, dancing elephants ran rampant across TikTok, memes, and resulted in Roblox games like Steal a Brainrot.

The absurdist humour and chaotic visuals appealed to kids’ love of discovery. Its meteoric rise and subsequent fade show the short-term nature of some crazes but while live, it dominates playgrounds and feeds social media frenzy.

Trend 3 – Jellycat

In our opinion, Jellycat is just beginning its craze journey. The London plushie brand combines quirky animal and food designs with playful activations from the Jellycat Diner to Fish ‘n’ Chip pop-ups. Kids can collect Ricky the Rain Frog, Fuddlewuddle Dragon, Boiled Egg Bride, or Cozy Crew Lobster. Jellycat shows how toys that mix collectability, storytelling, and experience spark viral attention.

From Labubu to Jellycat, kids aren’t just following trends, they’re shaping culture. They collect, share, remix, and retire crazes on their own schedule. Brands that watch the playground, respect timing, and embrace joy and surprise earn relevance.

In Gen Alpha’s world, trends aren’t dictated - they’re discovered, one blind box, plushie, or viral video at a time.

If you’re curious about the brands making these trends go viral, check out our Coolest Brands report to dive into all the details.