TAKEAWAY 2

Vibe check

What excites Gen Alpha

Let’s get phygital: from outdoor day to digital play

Gen Alpha engages deeply with both digital and outdoor activities making them a hybrid generation of “phygital” consumers.

While playing videogames (43%) and watching online videos (434%) along with streaming (29%) are dominating leisure time, kids still like to play outdoors and with toys (especially the youngest ones).

Top 5 Favorite Gen Alpha activities

Playing videogames

0%

Watching online videos

0%

Playing outside

0%

Streaming

0%

Playing with toys

0%

CASE

Bratz - Digital Dolls

The iconic Bratz dolls have gone digital, signing a deal with Flickplay to create collectible 'Digital Dolls' based on the animated show airing on TikTok.

The partnership between Bratz and Flickplay features blockchain-certified collectible digital dolls to be used across different games and AR platforms. Additionally, the dolls will leverage location data, enabling icons and accessories depending on where the owner is physically located.

0%

of Gen Alpha is interested in entrepreneurship

Our research shows that 50% of Gen Alpha in the UK is already interested in entrepreneurship - a number that jumps to 70% among 12- to 14-year-olds. These are kidpreneurs in the making, growing up with the tools, platforms, and mindset to turn ideas into action.

Raised in an era of side hustles and digital creativity, many Alphas are already experimenting with YouTube channels, Etsy shops, or coding projects. Brands are also beginning to recognize Gen Alpha’s creative potential and desire for self-expression.

CASE

Claire's The Collab

Claire’s, the accessories brand, recently launched The Collab, a platform that invites young influencers to share their passions, ideas, and achievements with a global audience. According to Kristin Patrick, the company’s former EVP and CMO, the initiative is about giving Gen Alpha the spotlight and empowering them to shape the brand’s identity.

Gen Alpha's interest in...

AI

0%

of Gen Alpha boys

0%

of Gen Alpha girls

coding

0%

of Gen Alpha boys

0%

of Gen Alpha girls

CASE

Buddy.ai

An example of how AI is already transforming early education is Buddy.ai, a voice-based learning app created by a father seeking better ways to teach his children English after relocating to the U.S. Designed for young learners, the app features a friendly AI tutor named Buddy who engages kids through storytelling, games, and interactive exercises aligned with the U.S. school curriculum.

The platform is used both at home and in classrooms, offering a hybrid model that supports teachers while making learning fun and accessible.

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