“Cool” has always been a slippery concept. Each generation reshapes it, leaving brands scrambling to keep up. For Gen Z (born roughly 1997–2012, now teens to mid-20s) and their younger Gen Alpha siblings (born 2013 onwards), Beano Brain’s Coolest Brands 2025 research shows that coolness is no longer about rebellion or status symbols in the traditional sense.

Today it’s about connection, sophistication, and a surprisingly pragmatic adoption of brands originally designed for adults.

Cool isn’t hidden, it’s in plain sight

We often think of younger audiences as elusive, tucked away behind algorithm-driven feeds. But as our data from the UK and US shows, their brand worlds are in plain sight. From sportswear giants and heritage food brands to skincare labels and digital-first platforms, the brands kids embrace mirror the adult world, refracted through their own needs and creativity.

Gen Alpha, in particular, has grown up in an environment where the world is “literally a click away”. Hear about a brand? Google it. Struggling with homework? YouTube it. Curious about gossip? Ask ChatGPT. This digital fluency gives them a sharper lens through which to judge design, content and innovation. Their expectations are sophisticated and they quickly reward brands that meet them.

Sports, beauty and the rise of “everyday icons”

In the UK, 2025 saw sports and leisure brands surge. Nike and Adidas remain juggernauts, propelled not just by product innovation but by their ability to align with cultural moments. The explosion of women’s sport has been particularly pivotal: young girls now have visible role models and are “being what they can see.” Soccer, F1 and even golf are attracting younger fans with smart social storytelling and personalities that feel larger-than-life yet relatable.

In the US, the beauty boom tells a parallel story. Driven by TikTok aesthetics and the curatorial habits of tween girls, brands like Drunk Elephant, Glow Recipe and Sol de Janeiro have become must-have status symbols. Clever packaging and collectability add fuel, creating rituals of sharing, swapping and gifting that cement these products as cultural currency. Skincare is no longer about solving problems, it’s about belonging.

Food, rituals and emotional resonance

Across both markets, food and drink brands dominate the top 100. Why? Because food is emotional. Whether it’s Coca-Cola at Christmas, Doritos on movie night, or Sour Patch Kids at Halloween, these brands create rituals that resonate across families and friend groups. Gen Alpha might be digital natives but they are also craving tangible, shared moments.

This is a generation with discerning palates and an appetite for viral food culture. Hot Cheetos, Takis, or limited-edition seasonal products aren’t just snacks, they’re social touchpoints. Food brands that lean into ritual, shareability and playfulness are winning.

The power of face-to-face connection

Despite assumptions that kids live entirely through screens, our findings highlight the enduring power of face-to-face connection. Starbucks, Disney, Oreo, Chick-fil-A, Jellycat – these brands provide excuses to gather. A birthday celebration, a trip to a theme park, even a stuffed toy pilgrimage; all these moments remind us that the currency of “cool” is still heavily tied to human interaction.

For Gen Z and Alpha, socialisation is hybrid. They move fluidly between online and offline spaces, but the offline rituals often carry more emotional weight. Brands that recognise this duality, that can show up digitally while still anchoring in real-world connection, are best placed to thrive.

Toys, play and the “early ageing up” phenomenon

Perhaps the starkest shift is how quickly kids “age out” of toys. By age seven, digital entertainment often eclipses physical play. Only five toy brands in the UK top 50, and four in the US, made the cut. LEGO remains an outlier, consistently reinventing itself with smart collaborations from Nike sneakers to full-scale F1 models. It doesn’t just sell bricks, it sells cultural participation.

The rise of Jellycat illustrates another angle: redefining play for kids and adults alike. The brand’s success shows that “toys” are no longer age-bound, they’re collectables, identity markers, and in many ways, lifestyle products.

What it means to be “cool” now

So, what does “cool” look like for Gen Z and Alpha as we move forward? Three themes stand out.

Cool is collaborative. These generations don’t passively consume, they remix, share and adapt. Brands that allow co-creation, whether through digital content, limited drops or customisation, unlock long-term loyalty.

Cool is cross-generational. Kids aren’t hiding from the adult world, they’re borrowing from it. Beauty brands, pro sports, lifestyle coffee chains – though designed with adults in mind – are being repurposed by younger audiences in ways that feel aspirational yet accessible.

Cool is connective. Despite digital saturation, what resonates most is shared experience: the movie night snack, the football kit, the skincare haul, the café hangout. Emotional resonance and rituals matter more than novelty alone.

The new cool = plain sight, high expectations

For brands, the message is clear: if you want to be “cool” don’t chase the shadows. Gen Z and Alpha’s lives aren’t hidden behind screens, they’re right in front of us, reflected in their choices of sneakers, snacks, serums and storytelling. What’s changed is their standard. They expect design that delights, rituals that resonate, and connections that carry both online and off.

Cool, in 2025 and beyond, is not about being out of reach. It’s about being in plain sight, visible, relatable and ready to be woven into the fabric of everyday life.