In the ever-evolving world of marketing, the rise of Generation Alpha—the children of Millennials, born after 2010—is shaping a new approach to how brands engage with young audiences.
Unlike previous generations, Gen Alpha is growing up in a world where technology is seamlessly integrated into everyday life, and their preferences are influenced by their constant access to digital experiences.
As a result, traditional marketing tactics that were effective with Millennials and Gen Z are falling short.
Enter edutainment, the blending of education and entertainment, which is quickly emerging as a key strategy for brands looking to capture the attention—and loyalty—of this next generation of consumers.
The intersection of fun and learning provides a unique opportunity for brands to deliver value while simultaneously engaging this young audience.
But beyond my observations, the data is clear: edutainment is crucial for effectively connecting with Gen Alpha. Here’s why.
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The Rise of Edutainment: Blending Fun and Learning in Marketing to Gen Alpha
The Appeal of Edutainment to Gen Alpha
Generation Alpha is the first cohort to grow up fully immersed in digital ecosystems.
They are adept at using touchscreens before they can walk and have likely interacted with voice assistants like Alexa or Siri as early as preschool.
As digital natives, they are comfortable navigating multiple platforms and thrive on interactivity, which makes them a unique audience for marketers.
Unlike the passive consumption of media that characterized earlier generations, Gen Alpha seeks out interactive learning experiences.
They want to be involved, not just entertained. This is where edutainment comes into play—it combines the appeal of engaging, fun content with the benefits of education.
From apps like ABCmouse and Khan Academy Kids to platforms like YouTube Kids, which offer a mix of playful videos and educational content, edutainment is rapidly becoming the go-to method for brands that want to engage with Gen Alpha on their terms.
According to a report by Common Sense Media, children ages 8 and under spend over 2 hours a day on screens, with much of this time dedicated to educational content.
The same report found that 42% of parents believe that the apps and websites their children use are crucial to their learning.
These numbers indicate that parents not only approve of edutainment but are actively seeking it out as a supplement to their children’s education.
Why Edutainment Matters for Brands
Edutainment offers a win-win proposition for brands and Gen Alpha alike.
For brands, it represents a way to build early relationships with young consumers while contributing to their cognitive and emotional development.
For Gen Alpha, it delivers learning opportunities through fun and interactive platforms.
Consider LEGO as a prime example of edutainment done right. LEGO has always emphasized creativity and learning, but in recent years, the company has doubled down on edutainment with offerings like LEGO Education, which integrates building blocks with coding and robotics lessons.
This approach blends play and STEM education, making learning feel less like a chore and more like an adventure. It’s no wonder that LEGO is consistently ranked among the most loved brands by kids and parents alike.
The appeal of edutainment for brands targeting Gen Alpha lies in its ability to create value-based engagement.
Gen Alpha is not drawn to passive consumption. Instead, they thrive on experiences that are immersive and interactive, where they feel like they are participants rather than spectators.
This creates opportunities for brands to foster long-term loyalty by positioning themselves as enablers of learning and creativity rather than mere sellers of products.
The Power of Interactive Learning
The rise of edutainment is tied closely to advances in technology, which allows for greater interactivity than ever before.
Augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) have all opened the door to new ways of blending education and entertainment, and these technologies resonate deeply with Gen Alpha.
Take, for example, the success of Pokémon GO in the world of edutainment.
While not overtly educational, the game’s use of AR to encourage physical activity and exploration has made it a hit with children and parents alike.
It seamlessly blends fun with real-world learning by encouraging users to walk, explore, and engage with their surroundings—key elements of experiential learning.
Educational apps like Osmo have also harnessed the power of AR to create interactive learning experiences.
By combining tangible objects with digital learning, Osmo allows children to engage in activities like spelling, drawing, and coding in a way that feels more like play than traditional education.
This merging of the physical and digital worlds enhances the learning experience and creates deeper engagement.
Statista reports that the global edutainment market is expected to reach $10.1 billion by 2025, indicating a growing demand for interactive educational content.
This surge is fueled by parents’ increasing desire to integrate learning into play, especially as more educational tools become available on tablets and mobile devices. For brands, this represents a massive opportunity to create experiences that resonate with both Gen Alpha and their parents.
Building Trust Through Edutainment
One of the key reasons edutainment is so effective in reaching Gen Alpha is that it builds trust.
Parents are highly protective of their children’s digital experiences and are more likely to allow brands that provide educational value into their children’s lives.
By offering content that is both engaging and educational, brands can build credibility and establish trust with both the children and their parents.
Brands that have successfully embraced edutainment, such as Sesame Workshop, have built entire legacies on this principle.
The longevity of Sesame Street is a testament to the power of edutainment in shaping generations of children.
Not only does it provide high-quality educational content, but it also reinforces positive social and emotional values, making it a trusted partner in children’s learning.
Similarly, brands like PBS Kids have created a strong reputation for edutainment by offering a wide range of shows and games that focus on both educational content and social development.
In an era where screen time is often viewed with skepticism, PBS Kids has maintained its standing as a trusted resource for parents who want to ensure their children’s screen time is enriching.
As a marketing professional, I’ve seen how building trust through education can drive long-term loyalty.
When brands provide real value through learning, they are not just capturing the attention of Gen Alpha—they are building a foundation for future relationships that will extend into adolescence and adulthood.
The Future of Edutainment in Marketing
Looking ahead, I believe the role of edutainment in marketing will only expand.
As more brands recognize the value of interactive learning experiences, we will see an increase in creative campaigns that integrate education and entertainment in seamless ways.
This trend will be driven by advances in technology, including more sophisticated AR and VR experiences, as well as AI that can adapt learning to individual users’ needs.
Brands that embrace this future will not only capture the hearts and minds of Gen Alpha but also position themselves as leaders in a rapidly growing market.
The challenge for marketers will be to balance the educational value with entertainment in a way that feels authentic and engaging, without resorting to superficial “edutainment” that lacks real depth.
Final Thoughts: Why Edutainment Is Here to Stay
In my opinion, the rise of edutainment represents a fundamental shift in how brands will engage with Gen Alpha.
This generation is growing up in an era where learning is no longer confined to classrooms—it is woven into their everyday experiences, often through digital platforms.
Edutainment allows brands to meet Gen Alpha where they are, providing value in a way that feels both natural and enjoyable.
As a marketing professional, I see edutainment as a powerful tool for building long-term relationships with Gen Alpha. It’s not just about selling a product—it’s about fostering curiosity, creativity, and a love of learning.
Brands that understand this and invest in edutainment will not only capture the attention of today’s children but will also earn their loyalty well into the future.
In a world where education and entertainment increasingly overlap, edutainment offers a way for brands to differentiate themselves while contributing positively to the development of the next generation.
And in my view, that’s a win-win for everyone.
About The Author:
David is a creative director and marketing professional with a wealth of expertise in marketing strategy, branding strategy and growing businesses. He is a founding partner of a branding and marketing agency based in New York and has a Bachelors Degree in Communication from UWE.
Over David’s 25+ year career in the the world of branding and marketing, he has worked on strategy projects for companies like Coca-Cola, Intercontinental Hotels, AMC Theaters, LEGO, Intuit and The American Cancer Society.
David has also published over 250 articles on topics related to marketing strategy, branding Identity, entrepreneurship and business management.
You can follow David’s writing over at medium.com: medium.com/@dplayer