Objective:
This webinar will feature key findings from new research in the U.S. market, including key information about the lifecycle of fandoms — how they begin, grow, and decline — and how children engage with, evolve within, and eventually leave fandoms. The focus will be on actionable insights for brands to leverage fandoms effectively by working with these IP’s at the optimal stage of their evolution, ensuring that child engagement aligns with the appropriate stage of popularity.
Who Should Attend:
All toy professionals are welcome to join, but it is specifically recommended for executives and staff responsible for development, sales, marketing, and research
What You Will Learn:
Fandoms are where culture starts, and for Gen Alpha and Gen Z, they are fundamental to their identity, media consumption, and brand loyalty. SuperAwesome’s latest research explores how fandoms emerge, develop, and persist, offering insights for brands seeking to maintain relevance in a fragmented, creator-driven landscape. We will examine:
- 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
- A specific focus on toy and entertainment fandoms
Participants will leave with a practical action plan for effective engagement across the fandom lifecycle.
Moderator: Anne McConnell, senior director, market research & educational initiatives, The Toy Association
Presenter: Sam Clough, global head of strategic research & insights, SuperAwesome
Sam Clough is the global head of strategic research and insights at SuperAwesome, an award-winning technology company that powers the youth digital ecosystem, helping brands to meet their audience where they are.
She is an expert on youth audiences, having spent 30 years researching kids, teens, and families. At SuperAwesome, she leads the insights team, empowering the business to dig deeper and build a nuanced understanding of evolving trends.
Sam is a passionate advocate for her audience, giving a voice to an often overlooked group. Her groundbreaking research, which spans children from preschool age through adulthood, has been pivotal in establishing SuperAwesome as the leading expert and thought leader in the youth digital space.
About SuperAwesome
SuperAwesome powers the youth digital ecosystem with the data, technology, and services necessary to engage fragmented kid and teen audiences.
Through global kids and family industry reports, we provide the most relevant and up-to-date insights on the kids and family sector to help brands shape their strategies to achieve outstanding results, engage with kids, and reach the ultimate decision-makers.
SuperAwesome is a trusted privacy practitioner and scaled innovator who works in partnership with hundreds of brands, creators, and content owners. Its products facilitate deep insight and effective engagement with Gen Alpha and Gen Z.
To learn more, visit: www.superawesome.com.