Kids Industries study reveals 75% of families share fandoms

New research from family marketing experts Kids Industries reveals that 75% of families actively share fandom moments.

In a major UK and US study of 2,000 respondents, the agency also found that:

• Only 1% of parents say they’re always the one introducing new fandoms – in 89% of families, discovery is either shared or driven by kids
• Families who share fandoms are significantly more likely to buy merchandise, engage online and recommend brands to others

These “fandom families” are more engaged at every touchpoint. Compared to solo child fans, families who ‘co-fan’ are:

• 33% more likely to watch official shows and films
• 18% more likely to play with toys or physical games
• 16% more likely to wear branded apparel
• 5% more likely to attend live brand experiences

“When we think of fans, we often think of the superfan or ‘geek’,” said Gary Pope, CEO and co-founder of Kids Industries.
“But fandom is increasingly something that lives in the home, that’s shared between generations, and that families actively celebrate together. That makes them brand amplifiers – and brands need to take that seriously.”

To coincide with the new research, KI is repositioning itself as ‘The Family Fandom Agency’ – a move that ‘reflects both its heritage and the future of brand engagement’.

Pope added: “We’ve been the creators of fans for over 20 years – today we’re formalising it. By formally putting Fandom at the very heart of everything we do, we’re reframing the full-stack offer we’ve always delivered – Insight, Strategy and Creative – for the new commercial landscape. Our simple mission is to deliver life-fulfilling experiences for fans of all ages everywhere.”

Jelena Stosic, Strategy Director at KI, said: “Fandom is often seen as deeply emotional – and it is. But it’s also something you can shape and nurture. With the right insight, brands can design for it in ways that are meaningful, not mechanical. That’s what our work enables.”

To support this evolution, KI is launching new fandom-focused services including:

• Bespoke family fandom workshops and training
• Tailored research studies to help brands measure and grow their fan base
• Client-specific presentations of this year’s Fandom Study
• A free download of its proprietary KI Fandom Model™

“Fandom isn’t just emotional anymore – it’s expressive, social and powerful,” said Pope. “When families become real, life-long fans, they tell your story for you – what could be better than that?”