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From Barbie to Thomas the Tank Engine: How entertainment brands are adapting to Generation Alpha

By Aya Aboelenien, Assistant Professor of Marketing, HEC Montréal
Chau Minh Nguyen, PhD Candidate in Marketing, HEC Montréal
Millennial parents are actively seeking out toys, books and movies to educate their children about life and teach them values that align with their own.The Conversation

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