Playtime! How Brands Can Leverage Kidulting to Connect With Gen Z
Squishmallows, Labubu, Jellycats… Ever wondered how and why Gen Z is bringing their teddies into adulthood? In this session, Anto will tell you everything your brand needs to know about the Kidulting trend, where Gen Z embraces childhood interests. By creating nostalgic products, adult versions of childhood favorites, and immersive experiences, brands can strategically leverage the Kidulting trend to connect authentically (and playfully!) with this gen.
Anto will be sharing YPulse’s exclusive data on the Kidulting trend, alongside real-life examples from Mattel, arguably THE hottest toy brand out there.
Anto is the Editorial Director of Western Europe at YPulse, where he leads the creation of engaging and informative research on Gen Z trends and behaviors. With over a decade of experience working with young people in the US, Hong Kong, and the UK, Anto brings a unique global perspective to his work and understanding of the next generation. Originally from France, Anto lives in south London with his wife and two sons. Anto was granted the Cumberland Lodge Fellowship in 2020 for his research on Gen Z and social media.