Every generation has its fandoms. Millennials grew up with Harry Potter and Pokémon. Gen Z had Minecraft, Marvel, and BTS. Now, a new wave of fans is coming of age: Generation Alpha, those born from around 2010 to the mid-2020s. By 2025, many of them are tweens and teens forming their first true fandom identities—and their obsessions are reshaping the entertainment landscape in ways that feel both familiar and brand-new.

But here’s what’s different: unlike previous generations who rallied around a few big franchises, Gen Alpha fandoms are fragmented, hyper-digital, and fueled by platforms like Roblox, TikTok, and YouTube. They don’t just consume stories; they build, remix, and interact with them. These fandoms are not just hobbies—they’re ecosystems that influence how kids socialize, spend money, and even view themselves.

So, what exactly are Gen Alpha obsessing over in 2025, and why should parents, marketers, and culture-watchers care? Let’s take a deep dive.
 

The Digital-First Nature of Gen Alpha Fandoms
 

For Gen Alpha, fandom isn’t something you join after school—it’s the fabric of daily life. This is the first generation to grow up entirely in a world where screens, streaming, and online communities are the default. That digital-first upbringing has shaped how fandom works for them.

Unlike Millennials who lined up for midnight book releases or Gen Z who camped out for concert tickets, Gen Alpha enters fandom spaces through apps and platforms. Roblox, Fortnite Creative, and Minecraft aren’t just games—they’re social hubs where kids collaborate, roleplay, and create fan-inspired content. A new Roblox experience themed around a pop star isn’t just marketing; it’s a playground where kids build fandom identities together.

Social media plays an equally massive role. TikTok trends, YouTube reaction videos, and AI-generated fan art keep fandoms alive around the clock. Gen Alpha kids don’t wait for scheduled TV episodes; they consume, remix, and share content in real time. A trending hashtag can turn a new show into an overnight obsession, and a viral dance challenge can make an artist an icon.

The digital-first nature of these fandoms matters because it creates immediacy. Kids don’t just watch something—they live in it, communicate through it, and bond over it. That makes fandom less of a side interest and more of a cultural identity, one that blends play, performance, and community seamlessly.
 

What Gen Alpha Is Actually Obsessing Over in 2025
 

So, what are these kids devoting their time, creativity, and pocket money to? The answer reflects both the global culture of 2025 and the unique digital environments they inhabit.

Gaming Universes

Roblox and Fortnite remain the crown jewels of Gen Alpha fandom. But it’s less about the games themselves and more about the user-generated worlds inside them. Kids follow favorite creators, participate in in-game events, and treat these digital spaces as fandom headquarters. A Roblox experience linked to a film or a K-pop band becomes a central hub for millions of fans to connect.

Music and K-Pop

If Millennials had boy bands and Gen Z had BTS, Gen Alpha has next-gen K-pop groups that are even more interactive. Virtual idols powered by AI and augmented reality have joined traditional performers, giving fans constant streams of content. Music fandom isn’t just about songs—it’s about TikTok challenges, fan edits, and interactive livestreams.

Streaming Content and Cartoons

Animated series on YouTube Kids, Netflix, and Disney+ drive fandom culture for younger Alphas. Franchises like Bluey, SpongeBob, and newer anime-inspired shows inspire not just watching, but remixing—kids create fan art, stories, and edits that travel across platforms. Short-form content, like YouTube Shorts, often launches micro-fandoms that burn brightly for months.

Influencers and Creators

Unlike earlier generations, Gen Alpha is just as likely to idolize a YouTuber or TikToker as a movie star. Streamers, family vloggers, and gaming personalities become the “celebrities” they obsess over. These parasocial bonds are intense, with fan clubs, merchandise, and digital meet-ups shaping fandom.

In short, Gen Alpha’s obsessions span games, music, shows, and influencers—but all are united by interactivity and constant digital presence.
 

Why These Fandoms Matter Beyond Entertainment
 

It might be tempting to dismiss these obsessions as “just kids being kids,” but Gen Alpha fandoms are reshaping culture and commerce in significant ways.

Identity Formation

Fandom is often the first way kids define themselves socially. Just as Millennials once wore Hogwarts scarves to school, Gen Alpha kids wear Roblox merch or K-pop lightsticks. These aren’t just accessories; they’re identity markers. Being “in the fandom” gives them community, belonging, and a sense of self-expression.

Economic Impact

Fandoms drive billions of dollars in revenue. From digital skins and Robux to concert tickets and creator merch, Gen Alpha is already shaping spending patterns. Many parents notice their kids begging for digital purchases over physical toys. These fandom-driven economies will only grow as Alphas age into full-fledged consumers.

Cultural Influence

What Gen Alpha obsesses over today will ripple into mainstream culture tomorrow. We’ve already seen how Gen Z reshaped music charts with TikTok hits. Gen Alpha’s digital-native fandoms could accelerate new forms of entertainment—like AI-generated idols, hybrid physical-digital concerts, and interactive shows.

Social Learning

Interestingly, fandoms also teach Gen Alpha collaboration, creativity, and digital literacy. Joining a Roblox fandom group or moderating a Discord server gives them skills in teamwork, leadership, and online etiquette. These “playgrounds” double as training grounds for the future of work and community.

This is why paying attention to Gen Alpha fandoms isn’t just fun—it’s critical to understanding where culture, technology, and commerce are heading.
 

How Parents, Brands, and Educators Can Engage Thoughtfully
 

If Gen Alpha fandoms are this influential, the question becomes: how should adults respond? The answer isn’t to dismiss them but to engage thoughtfully.

For Parents

Fandoms can feel overwhelming—especially when kids spend hours immersed in digital spaces. Instead of fighting against them, parents can use fandoms as bridges. Asking about a child’s favorite Roblox creator or K-pop group opens doors for conversation and shared experiences. Setting boundaries around screen time is still important, but so is recognizing the positive role fandoms play in socialization and creativity.

For Brands

Companies hoping to connect with Gen Alpha need to understand fandoms are not passive. This generation doesn’t just want to buy merch; they want to co-create. Successful brands partner with games like Roblox to offer interactive experiences, or collaborate with influencers to make campaigns feel authentic. The key is participation, not just promotion.

For Educators

Fandoms can be powerful tools for engagement. Teachers already use pop culture to connect with students; by recognizing fandoms, they can tap into Gen Alpha’s passions to teach media literacy, critical thinking, and collaboration. For example, analyzing the storytelling of a popular animated series can open discussions about narrative structure or creativity.

The overarching lesson: Gen Alpha fandoms are opportunities, not threats. They represent kids’ first steps into cultural citizenship, and guiding them wisely can ensure those steps are positive.