Fandoms have become one of the most powerful forces shaping how kids discover, connect with, and stay loyal to brands. But how do these fandoms grow and when is the best time for companies to get involved in licensing?

An upcoming Toy Association webinar will unpack new U.S. market research exploring the full lifecycle of fandoms — how they form, peak, and fade — and reveal how kids’ engagement evolves along the way. Registration is now open.

Taking place Thursday, November 13 at 2 p.m. (Eastern), “How Fandoms Develop, Evolve, and Persist, and the Role of Creators in this Lifecycle,” will cover actionable insights for brands to leverage fandoms effectively by working with IPs at the optimal stage of their evolution, so that engagement aligns with the appropriate stage of popularity. With a specific focus on toy and entertainment fandoms, the session will cover:

• The fandom lifecycle
• A child’s (ages 6 to 12) journey through fandom lifecycles
• How and where fandoms originate, with optimal engagement points
• The pivotal role of creators in initiating and nurturing fandoms
• Creators as fandoms themselves

The webinar will be presented by Sam Clough, global head of strategic research & insights at SuperAwesome. Anne McConnell, The Toy Association’s senior director of market research & educational initiatives, will moderate.

The session is open to Toy Association members at no cost; non-members may join for a $99 registration fee. It is specifically recommended for executives and staff responsible for development, sales, marketing, and research.

Questions about this webinar and other educational opportunities The Toy Association™ offers may be directed to Anne McConnell, senior director of market research & educational initiatives.