A kid’s fandom always starts with emotional and psychological needs. When brands meet those needs, kids form deeply personal connections to the worlds they love. Attention matters, and fun is essential. But the real reason is rooted in these core human needs.
More interested in why kids stay in fandoms? Learn more
Compact guide to building fandom
What kids brands need to know (and most don’t)
Scroll through this slideshow for a quick overview on what motivates kids to become fans.
Fandom lets kids explore their identity. This is a critical stage in early child development when kids actively seek ways to define and express who they are. Fandom offers a low-risk, high-reward way to experiment with different roles, personalities, and social groups.
Customizing avatars in Roblox lets kids try on different aspects of their burgeoning personality. Fortnite skins project an image they aspire to. Wearing merchandise from their favorite YouTuber makes a personal statement about their tastes and values.
Fandom isn’t random. It’s a meaningful way for kids to experiment with and communicate who they are to peers, family, and themselves.
Fandom gives kids an immediate way to connect and bond over shared interests. According to a recent Common Sense Media study, 71% of kids say their favorite online activities involve interacting with friends who enjoy the same things.
It’s one reason kids love trading Pokémon cards. Why they jump into a Minecraft server. Why they spend hours dissecting their favorite Netflix series. They’ve found common ground with others and they want to hang out there.
Not only can this inspire an immediate sense of belonging, but often shared enthusiasm and the sense of discovering something together can foster deep friendships.
Kids gravitate to fandoms that help them recognize and sharpen their strengths.
Products like LEGO spark the imagination and build problem-solving skills. Games like the FIFA titles rewarded both quick reflexes and strategic thinking. Long-running shows like Friends are so dense with trivia and memorable quotes that fan forums operate worldwide and across generations.
As kids practice and deepen their knowledge or skill, fandom becomes more than fun. It becomes part of their identity and a source of confidence.
As kids grow, so does their need for self-expression. Fandoms that make space for creativity and sharing support this developmental pillar.
Platforms like Minecraft and Toca Boca thrive because they let kids build, customize, and share their creations. Whether it’s designing dream houses, inventing characters, or telling stories through gameplay, they invite kids to get creative and show the world who they are.
Kids are on the lookout for people to admire. It might be someone achieving greatness in a sport or artform they love. Someone who celebrates their values and is celebrated for it. Someone who has realized a goal that a child holds for themselves.
Fandoms centered on role models or heroes feed the personal ambitions and aspirations bubbling up in children as they grow.
It’s Cynthia Erivo breaking boundaries with her star turn in Wicked. It’s Simone Biles’s Olympic comeback story (and the gold medals around her neck). It’s the relentless success and panache of American baseball player Mookie Betts.
One way or another, these individuals give kids a way to make dreams feel possible.
Kids often become fans because someone they love is already a fan. Their dad loves baseball. Their older sister is a skilled snowboarder. Their grandparents have seen every Star Wars film on the big screen. Fandom within families gives kids an unconditional welcome to that sport or franchise in a way that’s uniquely personal.
Get this right, and your brand won’t just grow its fanbase, it’ll keep it. Because for kids, fandom isn’t about loyalty to your brand. It’s about their memories. Their ups and downs. The family bonds and friendships that shape their lives. It’s about inviting you to be part of their story.
Get in touch if you want our support building a fandom where kids can thrive.
Curious what keeps that spark alive as kids grow? Explore why kids stay fans.
