• by Danielle Oster , over 1 hour ago

Insights consultancy Beano Brain released its second annual look at “The 100 Coolest Brands” among Gen Alpha in the U.S.

The study focused on brand attitudes among consumers aged 7-14. YouTube took the top spot with the demographic, followed by Netflix. Netflix, Nike, Target, and Sour Patch Kids.

Next up, winding their way to the top 10, were Nintendo, Oreo, Chick-Fil-A, Amazon, and Roblox (in that order).

YouTube and Netflix topped the list for the second consecutive year, while Nike and Sour Patch Kids each rose one place to 3rd and 5th, and Target jumped eight places to number 4.

One of the biggest surprises could be the types of brands that aren’t present on the list. Only four toy brands cracked the top 50 for Gen Alpha, with LEGO the only such brand to make the top 15. The report attributed LEGO’s success in part to the brand’s regular collaborations with other influential brands. LEGO also partnered with the brand that grew its popularity the most with Gen Alpha compared to 2024: video game series Fortnite, which jumped 26 places to take the 35th spot.

Fortnite itself leans into such collaborations, including with number 3 brand Nike, as well as with influencers and celebrities like Kai Cenat and Billie Eilish.

Four video game brands made the top 25 with Gen Alpha, topped by Nintendo at number 6, followed by Roblox at number 10 (and in the 7th spot among girls. PlayStation was ranked 25th overall, but third among boys.

“Where toys once occupied the upper tiers of kid culture, today many children are already trading toys for digital entertainment, snacks, collectable drops and retail moments on their wishlist of products,”  Beano Brain Director of Strategy Helenor Gilmore said in a statement. “Food and drink brands are one of the biggest beneficiaries of this, with ‘Generation Foodie’ very responsive to trends and new products

Beauty brands also placed surprisingly high on the list. Sephora ranked 59th, and 11th among girls, while brands including e.l.f. cosmetics, Drink Elephant, and Sol De Janeiro also cracked the top 100.

“Gen Alpha have a preference for reliable, everyday brands that are also able to mix things up and have fun. Food, retail experiences and beauty give children things to trade, show and bond over, and that’s what builds early cultural loyalty,” Gilmore said. “Gen Alpha rewards clarity and repeatability and fun over anything else.”

No brand lost popularity with the generation more than beverage brand Prime Hydration. The brand fell 30 places to 109th. Mattel’s Barbie, which may have gotten a boost last year from director Greta Gerwig’s 2023 Hollywood adaption, fell 26 points to 110th.