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Kids Are Loving Your Old Favorites—Here’s Why
If you’re shopping for kids this holiday season, you might not need to learn a bunch of new names. Turns out, the coolest gifts might be the same ones you loved growing up.
The Nostalgia Comeback
The Coolest Brands 2025 report from Beano Brain shows Gen Alpha is falling hard for classic brands like Pokémon, Nintendo, and Hello Kitty. Even Converse and Hot Topic are making the list.
Why the comeback? Social media. Kids are discovering these brands through YouTube, TikTok, and Instagram. In fact, YouTube was named the “coolest brand in the world” by kids in the survey.
Why Parents Love It
For millennial parents, this trend is a win. It’s a chance to bond with kids over shared favorites. You can finally explain why you still have that old Game Boy or why Hello Kitty was everywhere in your childhood.
The Full Nostalgia List
Here are some of the brands Gen Alpha is loving right now:
- YouTube
- Nintendo
- Pokémon
- Super Mario
- Nerf
- Uno
- Monopoly
- Star Wars
- EA
- Toys 'R' Us
- Hello Kitty
- Claire’s
- Harry Potter
- Hot Topic
- Converse
- Air Jordan
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Photo: Getty Images