What makes kids remember your brand years later?

Nothing. Kids don't remember marketing. They remember physical experiences.

At Zalando Playground Paris, we asked Alistair Cansdale, Director Digital & CRM at Gap, what makes kids remember a brand years later.

Kids want to dance, play and make friends. The role of a successful Kids brand isn't to interrupt their, it's to create the space for it to happen and get out of the way.

• Physical brand experiences still matter. Traditional advertising talks to customers. Physical experiences let them participate. Whether it's dancing, creating or making new friends.

• Community drives loyalty. Physical brand experiences create spaces where families and kids can connect and make memories. Those moments strengthen brand awareness, which can grow into loyalty and long-term advocacy.

• Different audiences need different experiences. Young children engage through play and hands-on experiences, while teens and tweens spend time on social platforms. Building relevance means creating different fun experiences for every age-group.

For brands looking to connect with younger audiences, success isn't measured by how often you're seen—it's measured by how feel after interacting with you.

Invest less in interruption and more in experiences your youngest customers can be part of. That's how brand awareness becomes loyalty. Loyalty becomes advocacy. And advocacy drives long-term growth. 

The best kids' marketing doesn't interrupt their fun. It builds a playground and invites them in.