While many brands have embraced a utility or commerce-oriented posture in their voice experiences, there’s another strategy brands are leaning into, rooted in storytelling and just plain fun. Companies including Marvel and Lego have turned to skills and actions to create immersive, gamified experiences for consumers that encourage deeper interaction that transcend viewership of traditional advertisements. Younger audiences, including children, remain at the forefront of voice reach—not only have Google and Alexa created offerings, such as Alexa Kids, targeted exclusively for kids at home, but brands like General Mills’ Lucky Charms are creating voice-led journeys for children. As kids spend more time at home and grow tired of screens, voice is a welcomed newcomer to engage and entertain.