Specialist kids and family insights arm of DC Thompson, Beano Brain’s survey of 60,000 kids in the UK drilled down into young people’s finicky idea of ”coolness” and the brands they deem to embody it. Over a quarter of the brands in the top 100 are retailers, a higher proportion than gaming, social media and sports brands and second only to the food and drink sector. 

Survey respondents are all aged between 7 and 14, meaning they mostly belong to Generation Alpha, and those aged over 11 belong to Gen-Z. Of the top 100 brands these powerful future generations say are the coolest, Retail Week has extracted the retailers that made the cut.