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 (which powers the youth digital ecosystem with the data, technology, and services necessary to effectively engage fragmented kid and teen audiences) 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.