Older Gen Alpha consumers between the ages of 9 and 13 like to shop and influence purchases, with 68% owning a luxury product by the age of 10, according to Razorfish data. This generation was born ...

If you’ve scrolled through recent end-of-school-year photos or passed a group of sephora tweens at the mall, you might notice something different about today’s kids. Generation Alpha seems to be more ...

Kids are falling in love with classic brands like Pokémon and Hello Kitty, often discovering them through social media, according to a new Beano Brain report. Nostalgia lets parents and kids bond over ...

Consumer companies and investors that only just wrapped their head around Generation Z have another thing coming for them: Gen Alpha.

As a mother of two little girls, I expected that puberty would be a tempestuous time for our family, full of emotional roller coasters and bodily changes. I just didn’t expect it to happen so soon.

CLEVELAND, Ohio -- When my kids got their January report cards, I asked my daughter if she wanted to share it with her grandparents. This is the kind of thing that seems ripe for grandparent interest.

Gen Alpha, the youngest generation of active consumers in the market, are teetering on the onset of teen angst. For many of them, an unavoidable trigger of it will be those pesky hormonal-triggered ...

Can we all agree that going to the pediatric dentist has gotten way better than when we were kids? Nowadays, the fluoride comes in watermelon flavor, they stream Descendants on the ceiling and very ...

Holiday shopping for Gen Zs and Alphas can be quite the adventure! Teens and tweens are perpetually ahead of the curve with their ever-evolving tastes and interests, which makes finding the perfect ...

Decode Gen Alpha slang with our handy guide designed for parents. Stay connected with your kids by understanding their lingo, ...