Brands are already honing in on the children of Millennials. This generation will have grown up in the shadow of the pandemic, their opinions are being shaped on social media, and their parents are relying on digital platforms for everything from entertainment to advice. Brands are reaching out to these kids and their parents with “family-friendly options that embrace both physical and virtual experiences.” YouTube, Amazon, and Walmart created virtual summer camps for families last year, and brands like Crayola and Mattel are providing free online resources for parents that mix physical and digital play. Mental wellness is also being integrated into kids’ content and toys at a young age, with meditation app Headspace partnering with Sesame Street and “fidget toys” like Pop-its trending for their calming capabilities. (AdAge)
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