Everyone wants the next cultural phenomenon. But in today’s media landscape, cultural relevance can’t be manufactured from the top down - especially not with kids.

For a generation raised on participation, fandom is no longer just about watching. It’s about belonging, performing, remixing and sharing. Audiences don’t simply consume content; they shape it, reinterpret it and make it part of their identity.

In this session, KidsKnowBest - the audience insight agency behind brands including Netflix, BBC, LEGO, Disney and Toca Boca - explores how fandom has fundamentally changed, and what that means for content creators, producers and IP owners.

Drawing on research, trends and real-world examples, they reveal why some properties evolve into cultural touchpoints while others struggle to break through. What drives participation? How do you build worlds that audiences want to play with? And what does modern IP need to move beyond passive viewing and become something people actively engage with?

For anyone creating content for younger audiences, this session offers a timely look at the forces shaping the next generation of fandom.

Denne session er tilrettelagt af Isabel Kille og Andreas Bense fra programudvalget 2026.