The webinar FAMILY AFFAIRS #20 of KB&B - Family Marketing Experts provided a data-based and inspiring outlook on the media and marketing landscape at the start of 2026.

Together with Ingo Keßler, Director Client Services & Strategy, we shed light on how media usage is changing dramatically, which pop culture phenomena are now reaching the mass market and why gaming is the new family campfire.

Who as marketer If you want to understand why K-pop, Roblox and licenses are essential in 2026, this issue provides the decisive impetus.

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1. Changing media usage: 9:16 and streaming dominate

The latest media study by ARD and ZDF as well as the Children Media Monitor 2025 speak for themselves: Linear television barely plays a role among those under 30 years of age. Instead, streaming services, YouTube and social media are the dominant channels — with the 9:16 format now considered the standard for video consumption. Nevertheless, classic cinema remains popular with teens as a social event.

Takeaway for brands: If you want to reach young target groups, you must think “socially first” and deliver content in portrait format without neglecting the need for real community experiences.

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2. Asian pop culture conquers children's rooms and marketing

Trends from Asia have long since reached the mainstream. Whether the new K-pop talent show “Europe's K-Pop Odyssey”, Duolingo's own anime series or K-pop bands such as Fifty Fifty - Manga, Anime and K-Pop are spilling over to ever younger target groups. Even established players like Disney rely on innovation and integrate AI tools such as Sora for new storytelling.

Takeaway for brands: The cultural influence from Asia offers huge opportunities for fresh storytelling and new brand partnerships that go beyond traditional patterns.

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3. The licensing business is buzzing: From the Bundesliga to Bluey

Licenses now account for 30% of all toy sales in Europe. The new collaborations for 2026 are particularly exciting: Playmobil brings all 18 Bundesliga teams into the children's room with the DFL, Carrera lets the global success Bluey whiz across the racetrack and Campbell's relies on Pokémon noodle soups. Netflix is also entering deeper into the franchise business with a planned Catan film adaptation.

Takeaway for brands: Strong licenses are more than just logos on products — they create emotional anchor points and open up new groups of buyers through creative cross-over products.

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4. Purpose marketing: brands as mediators and encouragement

Brands are increasingly taking on social responsibility. Lego helps children lose their fear of MRI scans with special kits and supports girls in motorsport with the F1 Academy. Barbie sets an example for body diversity with muscular rugby dolls, while Peppa Pig, together with the British government, educates parents about fake news. Museums are also opening up to popular culture: The Smurfs tour the British Museum and Pokémon visits the Natural History Museum.

Takeaway for brands: Attitude pays off. Brands that provide education, alleviate fears or promote diversity are perceived by families as real partners in everyday life.

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5. Gaming as quality time for the whole family

The prejudice of isolation is crumbling: Studies show that video games bring people together. A third of gamers even play with their grandparents. Children explicitly want more time playing with their parents. Platforms such as Roblox are responding, becoming a video sharing platform through new features and expanding into cinema with films. Sesame Street also uses Roblox to playfully promote social interaction.

Takeaway for brands: Gaming is not a niche, but the place where social interaction and family time take place. Brands must be present where generations come together in a playful way.

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Conclusion: Family Marketing 2026

FAMILY AFFAIRS #20 makes it clear that the lines between physical gaming, the digital world and pop culture are finally blurring. Successful marketing in 2026 means taking platform trends such as Roblox and 9:16 seriously, embracing cultural change through anime and gaming, and always offering clear added value as a brand — whether through education, inclusion or shared experiences.