Gen Z is old news — brands are moving on to Generation Alpha

Studies show that children as young as 3 can recognize brand names.

This finding is not lost on baby brands — which have turned their attention to Generation Alpha, the children born between 2010 and 2025.

Generation Alpha is too young to have a consumer identity…

… but that’s not stopping brands from targeting their millennial parents.

As a result, legacy brands are facing new competition from D2C brands with minimalist aesthetics, serif fonts, and pastel colorways.

Some examples include:

• Highchairs: Lalo and Stokke offer minimalist looks compared to Fisher-Price
• Toys: Lovevery and Maisonette offer pastels in contrast to Little Tikes’ classic colorways
• Food: Little Spoon and Yumi offer organic alternatives to Gerber

It seems obvious, but targeting baby products to parents is a new phenomenon

In the past, brands used bright, rainbow-colored packaging to capture the attention of children. Now, brands want to utilize the economic power of millennials for the next generation.

Since children can recognize brands so young, Generation Alpha is likely to share tastes with their parents more than previous generations.

While it’s hard to argue with healthier baby food, pastels pale in comparison to a vintage Trapper Keeper with Lisa Frank folders.