Annual study of 10,000 US Gen Alpha aged 7–14 ranks Netflix second and McDonald’s third, with food and drink the largest category in the Top 10.
- YouTube is the number one brand for the third consecutive year, followed by Netflix and McDonald’s
- Roblox, Doritos, Nike, Nintendo, PlayStation, Minecraft and Disney complete the US top 10
- Food and drink accounts for 34% of the Top 100, while retail represents 13% and toys, games and collectibles 10%
- ChatGPT enters the US Top 100 for the first time at number 73
YouTube has been named the coolest brand among US kids and tweens for the third year running, according to the Beano Brain Coolest Brands 2026 US report, released today.
The ranking is based on 10,000 responses from US kids, tweens, and teen ages 7-14 A longlist of 130 brands was developed from year-round observation and conversations with children and teens, then tested through the Beano Brain Omnibus by asking which brands respondents considered cool.
Netflix ranks second and McDonald’s third. Roblox is fourth, followed by Doritos, Nike, Nintendo, PlayStation, Minecraft and Disney.
Food and drink is the largest sector in the US Top 100, accounting for 34% of the ranking. Alongside McDonald’s and Doritos in the top five, the top 25 includes Oreo at 12, Sour Patch Kids at 14, Cheetos at 15, Skittles at 16, M&M’s at 18, Chick-fil-A at 19, Reese’s at 22, Taco Bell at 23, Hershey’s at 24 and Domino’s at 25.
Gaming, technology and social brands also feature prominently. Roblox, Nintendo, PlayStation and Minecraft all place in the top 10, while TikTok ranks 13th, Fortnite 17th and Super Mario 20th. The report notes that these brands combine play, entertainment, creation and social interaction.
Retail accounts for 13% of the Top 100, down from 16% in the previous year. The report highlights Walmart and Foot Locker among the retailers continuing to resonate with children through value, experiences and access to current products and trends.
Toys, games and collectibles represent 10% of the ranking. LEGO rises three places to number 11, while collectible brands including Pokémon, Hello Kitty and Barbie feature more prominently than in the previous year. ChatGPT is the first AI brand to enter the US Top 100, ranking at number 73.
Audrey Birner, Insights VP Beano Brain, said: “Four years into tracking the Coolest Brands according to US 7–14-year-olds, ‘cool’ still is exactly the right metric for this cohort. It walks the line between what’s aspirational and what’s actually attainable in kids’ day-to-day lives, and it captures sentiment at the exact moment kids start landing on the brands they’ll favor for a lifetime.”
