February 25, 2026 | For Gen Alpha and Gen Z, fandom isn’t just about what they watch or play — it’s how they connect, create, and express who they are. SuperAwesome, a platform that helps brands safely engage with kids and teens online, has partnered with The Toy Association™ to offer member manufacturers access to a timely new report on this topic, “From Discovery to Devotion: The Evolution of Gen Alpha & Z Fandoms.”

This latest study features input from U.S. kids ages 4 to 18, parents, and a range of well-known content creators. Building on proprietary research, the report uncovers fresh insights into how fandoms ebb, flow, and deepen over time, highlighting the role of cross-platform engagement and the expanding influence of digital communities.

The report also explores:

• How fandoms develop, grow, and evolve across


• The ways kids engage with their favorite brands and franchises across platforms


• The influence of creators and online communities in shaping fandom


• Key moments in the fandom lifecycle, from discovery to devotion


• Practical strategies for brands to effectively engage audiences at every stage

Member manufacturers may reach out to Anne McConnell, senior director of market research & educational initiatives at The Toy Association, to request a copy of the report.