Looking for the coolest new gift to buy a kid on your holiday shopping list? Forget Labubus and try something you loved growing up. According to new research, a lot of brands that were our favorites are making a comeback with today’s kids.
The Coolest Brands 2025 report from Beano Brain has just come out, and what’s on it may be enough to send millennial parents into a nostalgia spiral. It turns out, Pokémon, Converse and Hello Kitty are all on the list. But don’t get too excited moms and dads, while you may help spark your kiddo’s interest in brands you were into, social media gets most of the credit.
- Beano Brain’s research shows kids named YouTube the “coolest brand’ in the world, reminding us that social media has a huge impact on the way they discover brands.
- But parents are loving the chance to bond with their kids over shared favorites that nostalgia gives them.
The Nostalgic Brands Gen Alpha Is Loving Right Now
- YouTube
- Nintendo
- Pokémon
- Super Mario
- Nerf
- Uno
- Monopoly
- Star Wars
- EA
- Toys 'R' Us
- Hello Kitty
- Claire’s
- Harry Potter
- Hot Topic
- Converse
- Air Jordan
Source: Parents
photo: GETTY