Hemanshi Mehta – Research Executive at Kids Industries – talks AI, fandom and how licensing can bolster learning

Hemanshi, it’s great to chat. What does fandom mean to you – personally and professionally?
Fandom, for me, is mostly about comfort and belonging. The Big Bang Theory is a favourite of mine, and I’ve rewatched it countless times. Its predictability and warmth feel like a cosy hug, especially in uncertain times. Beyond comfort, identifying with characters like Amy from The Big Bang Theory makes me feel seen. Her quirky, intellectual nature really resonates, giving me a space where I feel understood.

What started as just enjoying a show has become something much bigger. These fandoms are part of who I am now. They give me a shared language to connect with others, whether it’s bonding over quotes, laughing at the same episodes, or just knowing someone else gets it.

Professionally, in my role as a Researcher at Kids Industries, I’ve come to understand fandom through the lens of how children connect with brands, stay committed to them over the years, and even invest emotionally and financially. Whether it’s through playing games, buying merchandise, or decorating their spaces, kids become deeply engaged with the things they love.

In many ways, our research is driven by these fandom dynamics, as we try to understand why children are drawn to certain products or features. As researchers in the kids and family space, we strive to strike a balance through work that benefits both the brand and children’s development in the long term.

Can you tell us about a design trend you feel could have an impact on the UK licensing scene over the next 12 months?
One design trend I foresee having an impact on the UK licensing market is the growing integration of AI into creative workflows. According to a research study by designer Rob Boyett, a striking 78% of experienced designers – i.e., those with over a decade in the field – are now using AI as a creative assistant, reporting boosts in both creativity and productivity. This marks a clear shift from the past, when it was usually junior designers who led the way in adopting new tech. Interestingly, while experienced designers are more willing to accept AI, younger designers feel diminished by it, seeing it more as a creative competitor than as an assistant.

As AI becomes a standard tool, I expect it will soon be a routine part of creative budgets, enabling brands to deliver more personalised content at scale. Although challenges remain, these ongoing debates show that a major change is underway, one that will influence how licensed products are designed and marketed.

A great example of this is Animaj’s Motion-To-Motion Retransfer, an AI-powered tool that automatically adapts movements from human models to characters of any shape. By streamlining the animation process, it can cut production time by up to 60%, allowing designers to create a wider range of unique characters more efficiently.

Sticking with licensing, is there a licensed product you’ve seen this year that ‘stands out’ from the crowd?
One that really stood out to me this year is the NASA x Netflix partnership, which brings live NASA+ programming to all Netflix subscribers. Audiences can now stream real-time spacewalks, rocket launches, and International Space Station footage in HD, turning passive curiosity into active, immersive engagement. This also aligns with the KI Fandom Model as it allows families to physically immerse themselves in NASA’s missions, experiencing the nature, exploration, and discovery associated with space.

What makes it so impactful is how it merges science, education, and entertainment in a way that’s both accessible and exciting, especially for children. It has huge potential to inspire young minds and foster a deeper interest in space. I think it’s particularly valuable for neurodivergent children, like visual learners with autism or ADHD.

The vivid, real-time visuals offer a powerful alternative to text-heavy science content, making complex ideas easier to grasp and enjoy. It’s a brilliant example of how licensing can do more than sell – it can spark curiosity, deepen understanding, and open up new worlds for all kinds of learners.

Great pick. And speaking of learning, there is a lot of concern that children are reading less these days. Can you give us one suggestion for how we can encourage children to read more and get them more engaged with the ‘written word’?
One effective way to encourage children to read is by embracing edutainment, blending education with entertainment to make reading interactive and fun. For instance, Minecraft: Education Edition is used in classrooms worldwide to teach subjects like coding, teamwork and history through play.

We’re also seeing that children increasingly want to shape their own stories, seeing themselves in the narrative and making choices that affect the outcome. Games naturally offer this kind of engagement, while traditional books can feel less interactive. By connecting books and stories to popular games or TV shows, we can make reading feel like an adventure, inspiring kids to dive into new worlds through the written word.

This approach is especially beneficial for children who struggle with focus, such as those with ADHD or other special educational needs, as interactive and gamified learning can better sustain their attention. But it also meets the needs of all children growing up in a world dominated by fast-paced, visually stimulating content, making reading more accessible, engaging, and relevant to their everyday media habits.

Great answer. Huge thanks Hemanshi!