From Barbie to Thomas the Tank Engine: How entertainment brands are adapting to Generation Alpha

A display of Barbie Fashionistas is shown at the Mattel showroom at the North American International Toy Fair in 2015 in New York.& (AP Photo/Mark Lennihan) by Aya Aboelenien, HEC Montréal and Chau Minh Nguyen, HEC Montréal Growing up, did you play with hyper-sexualized Barbie dolls, boys-only Thomas the Tank Engine trains, or slim, White Disney princesses? If so, you’re not alone, but this is no longer the case for Generation Alpha. Brands like Mattel, once criticized for promoting unrealistic body standards and gender stereotypes, now portray themselves as feminist and progressive. The recent Barbie movie serves as a prime example of this shift. Millennial parents are actively seeking out toys, books and movies to educate their children about life and teach them values that align with their own, from body positivity to diversity to accepting others and embracing their sexuality. At the same time, Millennial parents are quick to criticize brands that are not reflective of their values. Social media campaigns like #CancelDrSeuss, which called attention to racist imagery in the author’s books, are an example of consumers holding brands accountable for their past missteps. What’s notable about these calls for accountability is that they often stem from a...