Beano Brain’s Coolest Brands report reveals the rise of the ‘tweenager’ as LEGO, Pokémon and Jellycat prove play isn’t just for little kids
- LEGO breaks further into the top 10 as Gen Alpha embraces a new era of play, proving kids aren’t growing out of toys, they’re engaging with them differently
- Pokémon continues to prove the power of collecting, with trading, displaying and fandom becoming a key part of play for older children
- Jellycat’s continued rise shows play behaviours are stretching into the tween years, blurring the lines between toys, collectibles and lifestyle brands
- Collectability is the new cool, with the brands winning with Gen Alpha offering more than products through community, self-expression and social currency
- The rise of the ‘tweenager’ is reshaping the toy industry as children move away from traditional toys but continue to embrace collecting, building and imaginative play
London, 24th September: For years, the toy industry has worried about children “ageing out” of play earlier and earlier. But new research from Beano Brain suggests the opposite may be happening.
The latest Coolest Brands 2026 report, based on responses from 10,000 UK children aged 7-14, reveals that toy and collectible brands are thriving among Gen Alpha, as play evolves beyond traditional definitions and stretches further into the tween and teen years.
While digital platforms continue to play a major role in young people’s lives, brands including LEGO, Pokémon and Jellycat continue to rank among the coolest brands for children, highlighting the increased appeal of collecting, creativity and physical play.
Rather than abandoning toys, today’s young people are increasingly embracing brands that blur the lines between play, self-expression, fandom and identity. Collectables, surprise products, trading cards, plush toys and quick-build experiences are all helping to extend play behaviours beyond the ages previously associated with traditional toys.
The findings point to a broader shift in how children define play. For Gen Alpha, play is no longer something that belongs just to younger children. Instead, it is becoming embedded in hobbies, collections, communities and shared experiences that continue well into the tween years and beyond.
The success of brands such as Jellycat shows this shift particularly clearly. While soft toys have traditionally been associated with younger audiences, Jellycat’s popularity has expanded across age groups through collectability, storytelling, retail theatre and social currency. Similarly, LEGO continues to attract older children through products that balance creativity, achievement and collectability.
For retailers and licensing brands, the findings suggest the opportunity lies not in encouraging children to stay younger for longer, but in recognising that play itself is changing shape.
Helenor Gilmour, Head of Beano Brain said: “I think we’ve been asking the wrong question. Kids haven’t stopped playing. We’ve just been calling it different things. Look at Jellycat. Look at Pokémon. Look at LEGO. These brands are proof that play doesn’t suddenly disappear when a child hits seven or eight. In fact, we’re seeing it stretch further than ever. Collecting, displaying, trading, building, customising, they’re all forms of play. In a world that can feel quite serious, everyone wants a bit more joy. Maybe that’s why we’re seeing the rise of the tweenager. Kids are growing up fast, but they’re not giving up play.”
For more information: beano@pumpkinpr.uk
About the research:
The Beano Brain Coolest Brands 2026 report is based on research with 10,000 UK children aged 7-14, conducted using the Beano Brain Omnibus with parental consent. Brands were identified through a combination of year-round trendspotting, kid interviews and spontaneous brand mentions before being tested in a nationally representative survey of children age 7 – 14 asking children: “Which of these brands do you think is cool?” The study was conducted across two waves in December/January and June to minimise seasonal bias and capture a picture of the brands shaping children’s lives throughout the year.
The US Edition of Coolest Brands 2026 will be available from 1st October. Please contact us for more information.
About Beano Brain:
Beano Brain is a leading kids, teens and families insight consultancy from Beano Studios, home of the Beano comic, born from decades of engaging kids. Using always-on proprietary research and rich, bespoke insights, Beano Brain helps brands build their own connections with Gen Alpha, Gen Z, and their Millennial parents, solve live business problems and anticipate the future.
