Get your kicks in 2026… by being ‘cool’ with the gang

Each generation redefines what it means to be cool. Gen Alpha is no different, but as the first generation to grow up fully fluent in digital life, where online and offline flow seamlessly from one to the other, coolness is more fluid than ever. This savvy generation can’t be fooled, and coolness is certainly something you cannot fake.

Being cool isn’t just a badge of honour for brands, it can nurture connections and build lifelong loyalty from the future generation of consumers.

Our Beano Brain 100 Coolest Brands 2025 report shows that for today’s kids, cool is earned through behaviours, not a flash in the pan viral moment. The brands that win in 2026 will be the ones that constantly innovate, empower Gen Alpha, build community, celebrate boundless creativity and provide protection from harm.

Don’t stand still – not even for a second
One key lesson from 2025’s top performers and biggest risers, is this – brands that stand still, lose. Gen Alpha expects constant evolution – new features, new collaborations, new experiences that keep pace with the culture they’re living in.

Take 90-year-old KitKat for example. Yes, its “ASMR-level snap” has a big appeal among Gen Alpha, but its rapid turnover in new flavours and limited editions is what made the chocolate bar rise rapidly in the rankings to number 10. By playing into Gen Alpha’s explorative, foodie nature even a 90-year-old brand can be considered cool.

Meanwhile, YouTube retained the number one spot for a reason. Long-form. Short-form. Hyper-personalised recommendations. Creator-driven storytelling. YouTube continues to foster communities from general fanbases of the biggest creators, to the very, very niche. Its celebration of communities and individuals makes Gen Alpha feel included, no matter their interest or who they are.

In 2026 brands should be thinking: how can I help Gen Alpha express themselves, connect with others, and explore new worlds – safely?

Being fun is serious business
Playfulness isn’t confined to entertainment and toy brands, and Gen Alpha are looking for it everywhere.

Our 2025 rankings are full of brands that understand the power of joy and fun. From Domino’s perfumes to the boundless creativity of Roblox and Minecraft, the brands that climb the list are the ones willing to be daring, surprising and a little bit unserious.

However, this doesn’t mean Gen Alpha wants gimmicks or brands to jump on every silly meme that appears on TikTok. They want something unexpected that still feels right for that given brand.

Being fun, playful and somewhat unpredictable fosters affection and coolness among Gen Alpha, especially as they see negativity and mundanity in the wider world, both online and offline.

Kids are seeking safety
Jellycat is proof that emotional resonance and building a sense of safety can build global cultural icons. Jellycat taps into softness, comfort and collectability.

On the other hand, YouTube has worked hard to improve its safety features, enabling kids to avoid harmful comments and content. It’s considered reputable and safe, another reason kids flock to the platform.

Both brands are creating a safe space and a sense of emotional protection, just in very different ways. In 2026, emotional safety will become a real strategic advantage as kids seek greater protection from negativity and emotional harm in its many forms.

Authenticity and inclusivity
Brands that win in 2026 will speak with consistency and cultural fluency. They won’t be chasing every trend, but they’ll engage with cultural moments that feel right. They won’t act cool, they’ll be cool through actions, partnerships, community building and inclusivity.

Nike is the coolest of all sports brands according to Gen Alpha. Kids can easily find their tribe within the brand uniform, allowing them cultural capital and the confidence to explore their identity across a huge product range. Want to blend in? Black Air Force 1s. Seeking sneakers to help you stand out from the crowd? There’s a pair of edgy Dunks with your name on them. Nike is providing community while empowering individuality.

Nike’s focus on women’s sports and lifestyle wear has resonated strongly with Gen Alpha. Partnerships, alongside diverse and inclusive advertising, further empower young girls in the world of sports while showing that no matter who they are, they can belong to a community.

Speaking their language, but not speaking down to them, as well as empowering Gen Alpha’s individuality is a sure fire way to earn you the cool badge.

Being cool is good for business
It’s clear that the coolest brands are the ones that don’t stand still, they innovate to keep up with Gen Alpha’s evolving interests and exploratory nature. A cool brand in 2026 will be a brand that listens, invites participation and creates communities and moments that truly matter. A cool brand makes kids feel something real.

For Gen Alpha, cool isn’t just an aesthetic, it is so much more than that. And, in 2026, the brands that win will be the ones that level-up their cool.

Helenor Gilmour is director of strategy at Beano Brain