Beyond age: four ways to build fandoms that grow up with kids

Segmenting by age is one of the clearest ways to shape content and product experiences that meet kids where they are. These are the standard brackets used across much of the kids’ industry:

• 2–5 (early childhood, pre-school)
• 6–8 (early primary school)
• 9–12 (pre-teens)

Each stage aligns loosely with school transitions and big identity shifts. Starting school is a major milestone, while ages 9–10 often bring a push toward more independence and deeper self-expression.

Instead of age alone, you can segment kids based on their cognitive and emotional milestones. This approach looks at what kids are capable of, curious about, or challenged by at different stages of development, regardless of their exact age. Frameworks like Piaget’s or Erikson’s can be helpful here

This approach groups kids based on how they like to play or engage. Instead of focusing on age or developmental stage, this approach looks at behavioral patterns and play preferences. That’s how kids explore, express themselves, and find joy. Psychology-based models like Stewart Brown’s Play Personalities framework can offer a helpful foundation.

This approach groups kids by shared interests or passion points like anime, Minecraft, or sports. These communities often have strong social ties, so reaching a few individuals can lead to broader engagement as word spreads within their circles.

‍Why it works

• Easy to implement
• Aligns with school systems and curriculum goals

What do watch out for

• Can miss key nuances like cultural context or differences in maturity
• Risks grouping kids with different needs into the same bucket

Who should use it
Products that reflect school-based experiences or follow broad developmental arcs.

Example
Here’s how LEGO flexes across age bands. Like this:

• 1.5–3: DUPLO, Disney, Bluey
• 4–5: DUPLO, Superheroes, Star Wars
• 6–8: Ninjago, Fortnite, Wicked, Minecraft
• 9–12: Friends, Dreamzzz, Technic
• 13–18: Architecture, Speed Champions, BrickHeadz

Tip
Age-based segmentation isn’t perfect, but it’s still one of the clearest ways to shape content and product experiences that meet kids where they are. These are the standard brackets used across much of the kids’ industry.

‍Why it works

• Matches content and experiences to real developmental needs
• Supports fandom experiences that grow with the child

What do watch out for

• Requires deeper research into child development
• Doesn’t align neatly with age-based systems used in school, media ratings, or retail

Who should use it
Teams aiming to build cross-age fandoms. Developmental segmentation helps you adapt your product or storytelling approach so kids of different abilities can connect with the same world—each in their own way.

Example
Space Jam (Warner Bros) and Ninjago (LEGO) both create accessible entry points into rich fandoms. These franchises have a dynamic visual style, language, and character-led storytelling that younger kids can connect with, whilst offering the depth and complex narratives that engage older fans.

Tip
Don’t stop at cognitive or physical development. Social and emotional skills are just as important. They shape how kids express emotions, build friendships, relate to family, and connect with fandoms in the first place.

Why it works

• Highly actionable for product design and engagement strategies
• Fosters diverse entry points into fandom

What do watch out for

• Can get complex, with many personality traits and preferences to account for
• Requires ongoing observation and adaptation

Who should use it
Brands looking to make fandoms more inclusive and dynamic, especially if your audience is starting to feel a bit narrow or stereotypical. This strategy helps you expand how kids see themselves fitting into your world.

Example
The Pokémon franchise creates different fan touchpoints that speak to varied play personalities:

• Pokémon rare cards: collectors
• Pokémon Go: explorers
• Pokémon competitions: competitors
• Pokémania cosplay events: artists and creators

Tip
Not every play personality has to align directly with your product or story. Designing for fandom means building layers around your product, not changing the core. Once you’ve defined what’s essential, you have room to flex and meet fans in creative, unexpected ways.

Why it works

• Builds powerful identity-based engagement
• Encourages community-building and bonding

What do watch out for

• Kids’ interests can shift rapidly
• Risk of excluding kids who are outside niche interest groups

Who should use it
Teams whose product or story is closely tied to cultural trends, hobbies, or subcultures.

Example
Nike’s collaborations span multiple passion points:

• Nike Air Mag (Back to the Future)
• Nike Zvezdochka (Space travel)
• Nike SB x Ben & Jerry’s Dunk Low Pro (Ice cream)
• Fortnite integration

Tip
Worried that your fans' interests might suddenly shift? That’s normal. The key is to stay flexible. Instead of chasing every new trend, build a clear framework around your brand's core values—and use that to interpret and respond to what’s emerging. That way, you can evolve without losing your identity.