Family Fandom: New Study Reveals Untapped Potential for Brands and Licensing

Fandom Connects Generations

A new study by Kids Industries (KI), surveying 2,000 participants in the UK and US, reveals that fandom is a shared family experience. An impressive 75% of families actively engage in fandom moments together, while in 89% of households, children drive the discovery of new brands and franchises. Only 1% of parents say they always introduce new fandoms themselves.

Boosting Engagement and Sales

Families united by fandom are more likely to purchase merchandise, engage online, and recommend brands. They are 33% more likely to watch official shows and movies, 18% more likely to play with branded toys, 16% more likely to wear branded apparel, and 5% more likely to attend live events.

Brands as Part of Family Life

With the global licensing industry valued at over $369.6 billion (Licensing International, 2024), the study highlights how shared fandom strengthens brand loyalty and engagement. KI is repositioning itself as "The Family Fandom Agency," offering tailored workshops, research, and the KI Fandom Model to help brands foster family-centric fan communities.

Fandom today is emotional, social, and spans generations—a powerful opportunity for brands to drive sustainable growth and set new trends in licensing.

Source: License Global