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SuperAwesome powers the kids’ digital media ecosystem. Used by hundreds of brands and content owne

SuperAwesome was founded in 2013 by a track record team with backgrounds in digital media, technology, and kids’ media. Today, with locations in London, New York, Los Angeles and Chicago, our kidtech is used by virtually every top kids brand and content owner in the world.

27/02/2025

📊 𝐀𝐧𝐨𝐭𝐡𝐞𝐫 𝐃𝐚𝐲, 𝐀𝐧𝐨𝐭𝐡𝐞𝐫 𝐈𝐧𝐜𝐫𝐞𝐝𝐢𝐛𝐥𝐞 𝐏𝐢𝐞𝐜𝐞 𝐨𝐟 𝐑𝐞𝐬𝐞𝐚𝐫𝐜𝐡 𝐛𝐲 𝐭𝐡𝐞 𝐒𝐮𝐩𝐞𝐫𝐀𝐰𝐞𝐬𝐨𝐦𝐞 𝐓𝐞𝐚𝐦 🔥

Introducing ‘𝐀𝐥𝐩𝐡𝐚 𝐈𝐦𝐩𝐚𝐜𝐭: 𝐇𝐨𝐰 𝐊𝐢𝐝𝐬 𝐀𝐫𝐞 𝐒𝐡𝐚𝐩𝐢𝐧𝐠 𝐌𝐞𝐝𝐢𝐚, 𝐓𝐞𝐜𝐡 𝐚𝐧𝐝 𝐂𝐨𝐦𝐦𝐞𝐫𝐜𝐞’ - a deep dive into the biggest trends shaping (and being shaped) by Gen Alpha!

We drew on deep and varied data sources from large polling organizations, government datasets, disclosures from listed companies, and traffic and usage data from digital platforms. Then, we infused our proprietary data to help build a complete and robust picture of what’s 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 going on with Gen Alpha.

𝐃𝐨𝐰𝐧𝐥𝐨𝐚𝐝 𝐭𝐨 𝐅𝐢𝐧𝐝 𝐎𝐮𝐭:

👀 Why Gen Alpha has the most fragmented attention ever, and what it means for brands, fandom and IP
⚖️ Why the debate about regulating teen social media usage is just getting started
🛍️ Why we often miss Gen A's importance as consumers and shoppers in their own right
📱 How Gen A are reshaping social
🦄 Why the first one-person billion-dollar company will probably be founded by a member of Gen A

Discover more 📈👇

https://www.superawesome.com/alpha-impact-how-kids-are-shaping-media-tech-commerce

14/01/2025

"When it comes to connecting with kids we can’t abandon demographics completely – especially when it comes to age. But the notion that delivering a campaign aimed at '4-9 year olds' is enough to reach a relevant audience is outdated, and the most successful toy brands will understand the need to go much further than this to drive efficiencies."

While a child's age and stage remain important, our Global Head of Strategic Insight and Research, Sam Clough, argues that the brands that most successfully embody their audiences’ values and authentically connect with their passions and fandoms will be the big winners in 2025 - building meaningful and long-lasting connections.

Discover more about our new research into audience fandoms and passion points in this article for Toy World magazine 🧸 👇

https://www.superawesome.com/blog/why-2025-will-be-the-year-of-passions-and-fandoms/

13/01/2025

It’s well established that youth audiences 𝐋𝐎𝐕𝐄 YouTube, as the #1 platform for u18s, but did you know that Shorts is emerging as the go-to format for Gen Alpha/Z?

𝐑𝐞𝐚𝐬𝐨𝐧𝐬 𝐭𝐨 𝐥𝐨𝐯𝐞 𝐘𝐨𝐮𝐓𝐮𝐛𝐞 𝐒𝐡𝐨𝐫𝐭𝐬:

📽️ 70b+ daily views
👀 70% average view duration (vs 53% on TikTok)
😍 Preferred format for Under-18 audiences

While 10-20 minute videos tell a great story, Shorts have higher engagement rates and allow creators to tell stories more quickly with VFX, music, and a big reveal. These clips act as the perfect complement to the longer-form content produced on their channels.

With YouTube Shorts emerging as the go-to option for brands looking to engage their audience with short-form content, now is the time to get in touch to learn more about activating with SuperAwesome.

Check out this amazing example by Josh VFX (https://www.youtube.com/shorts/FTAVuCDzrFo) who created a Short to promote a new Star Wars Update in LEGO Fortnite! ☄️

09/01/2025

We’re really looking forward to the British Toy & Hobby Association’s 2025 Toy Fair in London! 🧸💂

The team will be out in force to fly the flag for SuperAwesome and catch up with industry friends and partners!

Meet the team to discover more about the future of digital engagement with products like Awesome Intelligence, get the latest insights from our highly anticipated fandoms and passions research and learn more about how we’re evolving our gaming and video offerings for the year ahead and beyond 🚀

Sound interesting? Get in touch to schedule a meeting👇 🤝

https://www.superawesome.com/contact-us/

08/01/2025

“Simply knowing 𝐰𝐡𝐨 our audiences are and 𝐰𝐡𝐞𝐫𝐞 they spend their time is no longer enough. In 2025, brands will need to dig deeper to ensure their budgets are being well spent – deeper than age and gender demographics, deeper even than understanding where they watch, socialise, and play to achieve the levels of nuance Gen Alpha and Gen Z audiences require.”

We were delighted to feature in Toy World magazine's bumper January edition heading into the Toy Fairs in London and Nuremberg!

Our Global Head of Strategic Insight and Research, Sam Clough, was invited to share her thoughts and gave a sneak peek of what to expect from our latest research into the power of fandoms and passion points when it comes to connecting meaningfully with Gen Alpha/Z audiences.

Check out the article in full below and stay tuned for the release of the full report in the coming weeks! 👇 📈 📺

https://www.superawesome.com/blog/why-2025-will-be-the-year-of-passions-and-fandoms/

29/11/2024

Last month our Head of Gaming Innovation & Delivery, Jessica Whatson was on stage at the IAB UK's Gaming Upfronts alongside our friends at Anzu.io to discuss how to make an impact with Gen Alpha and Gen Z audiences 🎤

In her session she unveiled our new report with Anzu and broke down the impact gaming advertising can have on younger audiences, how these audiences influence one another and the role of gaming in enhancing omnichannel campaigns.

If you missed the session live, you can catch up in full here 📽️🍿👉 https://youtu.be/fGvb9YxRfzo

If you’d like to read the report, check out the comments below 👇

28/11/2024

🏆🏆 𝐇𝐨𝐥𝐢𝐝𝐚𝐲 𝐒𝐞𝐚𝐬𝐨𝐧? 𝐌𝐨𝐫𝐞 𝐥𝐢𝐤𝐞 𝐀𝐰𝐚𝐫𝐝𝐬 𝐒𝐙𝐍! 🏆🏆

We were delighted to see our friends at Digitas UK and EE win four awards over the last couple of weeks for their ‘Capture The Store’ activation which featured an incredible gaming experience from SuperAwesome!

🥇 BIMA Awards | Gold - Consumer
🥇 BIMA Awards | Gold - Use of Digital Media
🥈 BIMA Awards | Silver - Popular Culture
🥉 Drum Awards | Bronze - Media: Retail

𝐒𝐨, 𝐰𝐡𝐚𝐭 𝐰𝐚𝐬 𝐭𝐡𝐞 𝐚𝐜𝐭𝐢𝐯𝐚𝐭𝐢𝐨𝐧?

Last summer, EE launched a new gaming store and took a unique approach to promoting it. They showed up where their audience spends their time - in-game and on-stream - while encouraging them to check out the new Store.

We worked with our partners at Vysena Studios to help create a virtual EE Game Store in Fortnite Creative and hired some of the UK’s top creators to defend the store as ‘guards’.

This gave players an opportunity to take on their favourite content creators in front of a huge audience on Twitch. If they successfully captured the store, they not only took home the EE gaming gear inside, but they also won the bragging rights of beating the likes of Nick Eh 30 (5.6m followers), Jalen (67.4k followers), Chica (2.4m followers) and Merl (52.4k followers)!

𝐇𝐢𝐠𝐡𝐥𝐢𝐠𝐡𝐭𝐬:

👀 The activation achieved more than 122 million impressions
📺 More than 2.2 million minutes were watched on Twitch
🎮 EE saw +71% growth in gaming sales YOY, making EE the 4th biggest gaming retailer in the UK

Check out the activation below, and if you’d like to learn more about activating your brand in-game, get in touch! 👇

https://www.superawesome.com/

Congratulations again to EE and the Digitas UK Team 👏

26/11/2024

"American Girl’s® approach is emblematic of a broader shift in the toy industry. Brands are recognizing the need to meet children where they are, including in the digital realm. By creating engaging, interactive experiences, where they can deepen the connection between children and their toys, extending the narrative beyond the physical product.”

We were delighted to see our recent playable experience for Mattel's American Girl covered by Global Toy News!

The “day in the life” of Summer McKinny™️ adventure activation includes:

🎂 Baking and pet care mini-games
🐕 A 3D dog-walking adventure
🤳 An interactive AR selfie mode

Discover more about the immersive activation below, and if you’d like to learn more about engaging youth audiences in a safe and authentic way, get in touch! 👇

https://globaltoynews.com/2024/11/21/american-girls-digital-playdate-redefining-storytelling-in-the-toy-industry-pr/

20/11/2024

𝐖𝐞’𝐫𝐞 𝐥𝐨𝐨𝐤𝐢𝐧𝐠 𝐟𝐨𝐫𝐰𝐚𝐫𝐝 𝐭𝐨 𝐨𝐮𝐫 𝐬𝐞𝐬𝐬𝐢𝐨𝐧 𝐚𝐭 𝐭𝐡𝐞 𝐆𝐚𝐦𝐢𝐧𝐠 𝐃𝐚𝐲 𝐢𝐧 𝐍𝐞𝐰 𝐘𝐨𝐫𝐤 𝐭𝐡𝐢𝐬 𝐰𝐞𝐞𝐤! 🗽🇺🇲

Attendees will see our Global Head of Strategic Insight and Research, Sam Clough, present some of the key findings of our co-authored report with WPP on Leveraging Gaming For Brand Affinity.

Following Sam’s insights deep dive, Nick Walters, SuperAwesome’s President and CSO, will be joined on stage by Giuliana Coli, VP of Global Strategic at WPP, to discuss the power of the ‘Fortnite Factor’ and the ‘halo effect’ immersive in-game activations can have on brand engagement.

📅 Thursday, November 21, 2024
🕤 9.30 am - 2.00 pm ET
📍 Microsoft Office, 122 5th Ave NY

Discover more about the event 👇 and check out the full report in the comments below!

https://www.aaaa.org/event/4as-gaming-day/

14/11/2024

We’re really excited to be joining a session alongside Roblox and Gamefam next week at the official Slush 2024 Gaming Side Event in Helsinki! 🎮 ❄️

The Future of Gaming event, which is presented by Gamefam, Signum Growth Dot Play, will take a look at how UGC is evolving on platforms like Roblox and Fortnite and explore how it will impact the gaming and media industries as it continues to grow.

Lee Veitch, our Co-Founder and Managing director, will share his insights on the latest trends, strategies, and innovations alongside Ricardo Briceno, Chief Business Officer at Gamefam, and Tami Bhaumik, VP Civility & Partnerships at Roblox.

📅 Tuesday, November 19
⏰ 10:00 AM – 6:00 PM
📍 Hotel Mestari, Helsinki, Finland

Sign up on the link below to join us 👇 See you there!

https://platform.slush.org/public/slush24/activities/ea6b4d51-e2ed-4b05-8147-b7336e46e196

08/11/2024

Our Head of Growth Verticals, Susanah Zeffiro Beaumont, recently represented SuperAwesome on a BeautyMatter NEXT panel about ‘Decoding Gen Z and Alpha’s Phydigital World’ 🔥

She was joined onstage by Justine Higueras, Global Group Director of Beauty at Roblox, Lana Rae, influencer at Palette MGMT, and Maya Kosovalic, VP of Digital Innovation & E-Commerce at NYX Professional Makeup.

Carla Seipp (Editor at BeautyMatter) has shared her reflections on the session with some key takeaways for brands that are looking to activate in immersive environments:

🎮 The Roblox community boasts almost 80m DAUs, who spend 2.4 hours per day on the platform. On average, brands get 11 minutes of engagement time with a user, making for a stronger lift on brand affinity and awareness than many other platforms.

📱 Gen Alpha are hyper-digital natives and they’re discovering brands earlier than ever: 60% of 7-12-year-olds and 78% of 13-17-year-olds own smartphones. With 46% having their own debit cards, their spending power is set to surpass $5 trillion by 2025, making them influential trendsetters in beauty and e-commerce.

🛍️ 90% of Gen Alpha identify as gamers, engaging on platforms like Roblox and Fortnite that blend gaming, social media, and e-commerce. They expect virtual experiences, from shopping to avatar styling, with free branded UGC items being especially popular on Roblox.

🎨 Gaming creator content stands apart from traditional social media with its humor-led, skit-based style and a blend of real and virtual elements. For brands, allowing creators creative freedom enhances authenticity and audience engagement.

🛒 Roblox users want brands to offer ways to twin with their avatars. With a $3.5 billion marketplace, Roblox is now partnering with Shopify to empower creators to sell products. More e-commerce solutions for brands are coming early next year.

Check out the article in full to discover more and to get fresh insights from industry experts👇

https://beautymatter.com/articles/decoding-gen-z-and-alphas-phydigital-world

04/11/2024

Speaking on a panel at our recent Game Changers event in LA, Liz Grampp (VP of Global Marketing, and Communications at Moose Toys) addressed one of the major challenges brands face when engaging youth audiences - a lack of actionable data 📊 💡

This data gap means brands often segment under-18s using limited data points like age and gender, which lack the nuance Gen Alpha and Gen Z audiences deserve.

Awesome Intelligence helps brands and agencies solve this by revealing a deeper understanding of their audience's interests and motivations, allowing them to connect more meaningfully in the spaces where they socialize, shop, and play.

Tap into SuperAwesome’s unparalleled expertise, data and insights to discover more about moving beyond just age and gender below 😎👇

https://www.superawesome.com/awesome-intelligence/

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