Nostalgia IP Now Has to Recruit Two Generations at Once
And those two generations don’t usually want the same thing. The Teletubbies opening a retail store in China sounds like a strange sentence. It’s also a genuinely usefu...
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Hollywood’s Scariest Competition Is a Creator With a Camera
I’ve always believed horror fans are better talent scouts than Hollywood executives. We feel it before the market does. There’s something about a shaky hallway, a badly...
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Franchises Don’t Live at the Cinema Anymore
What Toy Story and Supergirl tell us about where fandom actually happens Toy Story 5 beat Supergirl at the box office, but there’s something interesting happenong behind the ...
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Lando, Lewis and the Rise of the Athlete-CEO
From Endorsement Deals to Community Empires Silverstone this year showed once again, that modern sports fandom isn’t just built around teams, championships and results. It is...
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The Official Game Is Dead. Long Live the Ecosystem.
Why fragmentation is the future of sports engagement For thirty years, football gaming had one cultural front door….You played FIFA. The game, the ritual, the annual argument...
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Why Non-Gamers Are Still Shaped by Gaming Culture
You don’t have to play games to be influenced by gaming culture. In fact, many people who are influenced by it don’t identify as gamers at all. They might never pick up a contr...
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Followers Are Not Fans. Views Are Not Loyalty. Reach Is Not Belonging.
Creators can be shortcuts to attention… but is that enough? For years, brands, platforms and entertainment properties have treated creators as quick access to attention. The ...
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The Premium-isation of Childhood
Toys Are Splitting Into Play vs Display Walk into toy culture right now and you can feel the split. On one side: toys as play. Shared, noisy, messy, social. Built to be handled, dr...
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Why fans can become the harshest critics
The opposite of fandom is not negativity. It’s indifference. Most of the loudest criticism doesn’t come from people who do not care. It comes from people who care so much t...
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The Niche Sport Boom
Pickleball, competitive tag, slap fights… Why small sports are building the smartest fandoms Something’s happening in sport that a traditional big league mindset doesn’t ...
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