In this episode, Helenor Gilmour, Head of Beano Brain, joins us to share insights on Gen Alpha, the youngest and savviest consumers today. We explore what makes brands “cool” with kids, how heritage names like Lego and KitKat stay relevant, and why safety, humor, and authenticity are shaping the future of marketing to this generation. Helenor breaks down the top brands kids love and what lessons marketers can take from them.