Helping a global entertainment brand keep Gen Alpha engaged

For this global entertainment brand, attracting young audiences wasn’t the challenge. The bigger question was how to keep them engaged as they grew older and their interests changed.

How could the brand remain part of their lives without losing what made it special in the first place?

We developed a fandom strategy playbook exploring Gen Alpha’s changing interests, behaviours and relationships with entertainment properties.

The work examined where younger fans were spending their time, which parts of the brand still held emotional value and where opportunities existed to reconnect through content, partnerships and new forms of participation.

The resulting playbook identified opportunities for audience development, creative collaborations and long-term fandom growth.