The webinar FAMILY AFFAIRS #19 of KB&B — Family Marketing Experts once again offered a compact overview of current Trends, studies and best cases in family marketing 2025.
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Together with Ingo Kessler, Director Client Services & Strategy, we showed how brands today Kids, teens and families be able to achieve in new, relevant and responsible ways.

Who as Marketer or product manager I want to understand how Family communication, AI innovations and pop culture Shaping the brand strategy of the next few years, this issue provides clear answers and inspiring practical examples.

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1. Brand moments that connect generations

brands such as Deutsche Bahn, ROFU Children's Land and LfM NRW show how targeted communication works across generations.
From emotional reading fun on the train to hands-on activities in retail to educational campaigns for digital security — everything counts real relevance instead of mere reach.

Takeaway for brands: Family ties arise where brand experiences convey added value, trust and attitude.

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2. Pop Culture, Co-Creation & Community

Pop culture is the new marketing currency.
With collaborations such as K-pop Demon Hunters, Naruto x Burger King or SpongeBob x Deichmann show brands such as Fandoms, Gaming, and Co-Creation Activate target groups.
User-generated content, personalization and collaborative campaigns are becoming key success factors.

Takeaway for brands: If you let fans help shape it, you create identification and viral growth.

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3. AI meets marketing for children — innovation with responsibility

From Mattel and OpenAI up to the cooperation of Playmobil and StoryWonder: Artificial intelligence is revolutionizing storytelling in children's rooms.
Enable AI-based tools interactive, personalized stories, which combine physical play with digital experience — under clear ethical guidelines.

Takeaway for brands: AI is not an end in itself — it is becoming a strategic tool for relevant, safe and inspiring family experiences.

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4. YouTube, gaming & the new family entertainment

Video and gaming platforms shape the use of media by young target groups.
YouTube shorts, Roblox and Bluey formats show how Entertainment, learning, and activation merge seamlessly.
Brands that operate here with creative partnerships ensure relevance in the everyday lives of families.

Takeaway for brands: Brand presence is not created through advertising, but through participation in cultural moments.

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5. Product innovations with a surprising effect

From Zentis bear fruit spread up to Heinz ketchup smoothie: Courageous product ideas create topics of conversation and emotionality.
When innovation and brand identity are in harmony, differentiation is created — even in saturated markets.

Takeaway for brands: Surprise attracts attention — but only if it is credible.

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Conclusion: Family Marketing 2025

FAMILY AFFAIRS #19 clarifies: Successful Marketing for families and children It takes more than creativity today — it needs Responsibility, cultural sense and data-based thinking.
Brands that listen, help shape and offer real added value ensure long-term relevance among families.