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Turns out the “biggest” creators aren’t always the most followed.

Sep 16 2026

Turns out the “biggest” creators aren’t always the most followed. The new Affinity 100 list from media exec Evan Shapiro and What’s Trending’s Shira Lazar ranks creators by genuine audience connection instead of follower count. The results are a plot twist: MrBeast and Charli D’Amelio are near the bottom of the list. Topping it instead are author and educator Blair Imani, plus cookbook author B. Dylan Hollis and baker Ash Baber, whose smaller, scrappier fanbases actually engage way harder. (Shares count double, because nothing says “I love this” like hitting repost.) Lazar says the list is a direct clapback at rankings that recycle the same mega-names every time. For brands chasing Gen Z attention, it’s a reminder that authentic, personable connection is what actually converts, not just numbers. (The Hollywood Reporter)

👀 Read more from YPulse: Why These 10 Content Creators Are Gen Z’s Favorites

Mattel is licensing kids’ biggest fandom: Bluey.

Sep 16 2026

Mattel is licensing kids’ biggest fandom: Bluey. The beloved BBC characters will be coming to Barbie, UNO, Fisher-Price, Polly Pocket, and Hot Wheels. The partnership pushes forward Mattel’s goal to be not just a toymaker, but also a fandom hub through entertainment, experiences, and IP growth. They see the expansion as turning the brand into a “flywheel” that allows toys and entertainment to feed fandom for one another. Bluey’s identity as a family show that is grounded in real emotional connection is central here. Mattel wants to be part of “play culture beyond products,” and the way Bluey approaches real life while keeping things fun for kids makes it the natural fit. Other IPs the brand is partnering with to expand their “flywheel” include KPop Demon Hunters, Teenage Mutant Ninja Turtles, and Disney Princesses. (ADWEEK)

👀 Read more from YPulse: Millennial Parents Love Bluey More Than Ever on The Viral List

Carter’s is getting a major makeover.

Sep 16 2026

Carter’s is getting a major makeover. The children’s brand is rolling out its first big refresh in nearly three decades with young parents in mind. It includes an updated logo and visual identity, and the launch of the brand’s first-ever dedicated creator program, “Light Makers,” later this year. Carter’s is also partnering with Outward Bound to offer expertise and advice around outdoor activities—something the company says is becoming more important to young parents looking for ways to get their kids off screens and into the real world. The refresh comes to life in Carter’s new commercial, which introduces their revised brand promise: “to let every child’s light shine.” It’s a theme that reflects in-company research that shows younger parents value self-expression and giving their kids the freedom to wear what they want. (Modern Retail)

👀 Read more from YPulse: How Gen Alpha is Influencing Their Parents’ Shopping

MrBeast and James Patterson teamed up to reach Gen Z readers.

Sep 16 2026

MrBeast and James Patterson teamed up to reach Gen Z readers. Their collab book The Most Dangerous Games is a fictional story following 100 contestants competing in a Squid Game-style competition, completing challenges like swimming in shark-infested waters and sitting in subzero temperatures, to win $1B. (Just a bit more than a stone’s throw from how MrBeast has had real people compete.) They paired the book launch with a real-world competition and giveaway of $1M, and readers of the book have a leg-up on winning the $1M pot with hints and Easter eggs sprinkled throughout to improve their odds. This duo may seem unlikely—MrBeast is the world’s biggest YouTuber and Patterson, 79, has published the most No. 1 New York Times bestsellers ever—but reportedly bonded over their passion for literacy and education. This book also quickly hit the New York Times Best Sellers list at #3. Now the question is if they’ll reach their goal: will Gen Z actually read it? (NYT)

👀 Read more from YPulse: Gen Z’s Top 10 Biggest Hobbies Right Now: Reading and Gaming

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