I’ve never really been part of a fandom but watching how deeply kids connect to their favourite worlds made me question what it really means to be a fan of something or someone. Is it just about admiring a person or character? Or is there more to it?
From the earliest days of childhood, stories help us make sense of the world. But in today’s landscape, those stories don’t just live in books or on screens, they live in shared digital experiences, merchandise collections, and fan-created content. Fandom isn’t passive consumption; it’s active participation.
Psychologically, fandom taps into one of our most basic human needs: the need to belong. According to Maslow’s hierarchy of needs, once our basic survival is secured, we seek love, connection, and acceptance. Fandoms offer all of that. Sometimes more reliably than real-life social spaces.
For many kids, being part of a fandom isn’t just about liking something, it's about being a certain kind of person.
“I’m a Swiftie.”
“I’m a Robloxian.”
“I’m a Potterhead.”
These aren’t just preferences. They’re identities.
When speaking to my nephew the other day, I realised for the first time that being a fan isn’t just about being “obsessed” with a character or show, it's about feeling a sense of belonging. He was telling me all about his favourite Roblox games, the avatars he’d designed, and the group of friends he plays with online almost every day. For him, it wasn’t just a game, it was a world he was part of. That’s when I realised: Fandom is about community, shared language, and an emotional connection to something bigger than yourself
Fandom isn’t just about passion, it's a powerful space for children to explore identity, build friendships, and feel safe.
Admiring a band, for example, might inspire a child to learn an instrument in order to cover their favourite songs. This not only fuels creativity but also helps stimulate memory and cognitive development. In fact, fandoms can be powerful creative outlets. In our research, 52% of young fans reported creating fan art, videos, or fiction as part of their engagement.
Fandom naturally encourages kids to read articles and magazines related to their interests, giving them regular, freely chosen reading practice. Writing fan letters, or even creating their own stories, can also help develop writing skills in a meaningful, self-motivated way.
Being part of a fandom gives children the motivation to express themselves. Whether they’re explaining their favourite storyline or debating theories with friends, they’re learning how to communicate their ideas, negotiate meaning, and articulate emotions, all essential language skills.
For children who feel different or isolated, fandom can be a lifeline. Shared interests form the basis of friendships and offer emotional support. Whether online or in person, these communities provide a strong sense of inclusion. In our research, 82% of young fans reported sharing their fandom with friends, and 53% said they share fandom moments with a wider community, both online and offline — reinforcing fandom's role as a powerful social connector.
Fandoms inspire imaginative play, from roleplaying to creating fan fiction. These activities help expand vocabulary, develop narrative thinking, and encourage emotional exploration through storytelling.
Fandoms often trigger deeper thinking whether it’s analysing stats in sport, creating fantasy teams, or crafting theories about fictional worlds. Kids begin to ask why things happen, make predictions, and draw connections, all of which help build their reasoning and problem-solving skills.
Participating in fandom is also a way for young people to discover and express who they are. From fan art to cosplay, they use their passion to show what matters to them — and in doing so, they build confidence in their voice and creativity.
In fact, 70% of young fans say they feel personal pride in their fandom’s achievements, showing just how deeply they connect with the successes and milestones of the communities they’re part of.
To truly understand this generation, we need to stop asking “What are they fans of?” and start asking, “What are they finding in these fandoms that they can’t find anywhere else?”
At Kids Industries, we talk a lot about connection. And fandom is one of the most powerful forms of connection we see across generations. It’s not just about what children love, it's about who they become through what they love.
So during Fandom Month, as we celebrate fan culture in all its creativity and chaos, let’s remember this:
Fandom isn’t just fun. It’s formative and for many, it’s a safe space.
