Uploaded September 2025 | Updated September 2026, 3 days ago
We Are Family: To truly shake up kids' media, we must win over the grown-ups—discover why parental buy-in is the secret ingredient to building lasting kids’ brands.
The world of children's media is shifting faster than ever, but one constant is that parents have the final say. During COVID-19, exhausted parents allowed their kids to watch almost anything to keep daily life running. But now? They’ve snapped back into gatekeeping mode, scrutinising content like never before. If a brand doesn’t earn their trust, it doesn’t just get muted; it disappears.
This session will shake up outdated assumptions that kids alone drive success. High view counts don’t translate to thriving franchises because if parents aren’t on board, the merchandise stays on shelves and engagement stalls. This is the year to get serious about parental affinity. Industry leaders have a golden opportunity to position themselves as allies to parents, giving them confidence in their content choices rather than just hoping kids’ enthusiasm carries the brand. We'll analyse how the right approach turns casual viewers into lifelong fans by examining emerging research and undeniable industry case studies.
We Are Family: To truly shake up kids' media, we must win over the grown-ups—discover why parental buy-in is the secret ingredient to building lasting kids’ brands.
The world of children's media is shifting faster than ever, but one constant is that parents have the final say. During COVID-19, exhausted parents allowed their kids to watch almost anything to keep daily life running. But now? They’ve snapped back into gatekeeping mode, scrutinising content like never before. If a brand doesn’t earn their trust, it doesn’t just get muted; it disappears.
This session will shake up outdated assumptions that kids alone drive success. High view counts don’t translate to thriving franchises because if parents aren’t on board, the merchandise stays on shelves and engagement stalls. This is the year to get serious about parental affinity. Industry leaders have a golden opportunity to position themselves as allies to parents, giving them confidence in their content choices rather than just hoping kids’ enthusiasm carries the brand. We'll analyse how the right approach turns casual viewers into lifelong fans by examining emerging research and undeniable industry case studies.
