LSN : News : 23 : 07 : 25

Joe Wicks’ Activate turns movement into play for kids

Activate is a fun, accessible animated series aimed at getting kids moving. It's been co-created by Joe Wicks and Studio AKA, the BAFTA-award winning studio behind ‘Hey Duggee’, Global

UK – Fitness trainer Joe Wicks is swapping live-action workouts for animation with Activate – a lively new series of five-minute fitness bursts designed for children. Created by BAFTA-winning Studio AKA and supported by the UK government, the show features Wicks as a dynamic animated avatar, guiding kids through movement alongside a cast of playful characters called the Activators.

Visually, Activate fuses the aesthetics of gaming with a gym class. Characters burst with bold colours, kinetic transitions and expressive motion graphics that prompt kids to squat, sprint and stretch. Upbeat music from Universal Music UK energises each routine, while clear cues and visual feedback guide participants through the movements.

The format is made for flexible, on-the-go use – whether in classrooms, bedrooms or backyards. By keeping each episode short and visually stimulating, Activate matches children’s attention spans while embedding daily physical activity into their routines.

The animated series avoids condescension, opting instead for engaging visuals that treat the audience as capable, curious movers. This echoes themes in our youth macrotrend, Pliable Playscapes, which explores how Gen Z and Alpha are growing up as empowered change-makers and are no longer drawn to babyish branding.

Strategic opportunity

Tap into gamified movement to engage young consumers. Use short-form animation, playful characters and visual feedback to embed physical activity into everyday routines – whether in school or at home – to create long-lasting healthy habits

IKEA creates open-air library along the Seine in Paris

France – IKEA has unveiled the Billyothèque, a pop-up outdoor library transforming a stretch of Paris’s Seine riverbank into a space for slow, serendipitous encounters. Running from 22–27 July at Port de la Gare, near the Bibliothèque nationale de France (National Library of France), the activation invites passers-by to browse, borrow or donate books, with literary advisors on hand to offer personalised recommendations.

A tribute to the brand’s iconic Billy shelving system, the initiative was developed in partnership with publishing house Le Livre de Poche. At its close, remaining books will be redistributed by Bibliothèques Sans Frontières (Libraries Without Borders), extending its impact beyond the week-long installation.

The project reflects rising demand for analogue, community-first experiences. As explored in our Reading Raves report, book-centric events are resonating with sober-curious youth seeking more intentional ways to socialise. IKEA’s initiative highlights how brands can reimagine public space to foster meaningful cultural engagement – offline, accessible and open to all.

IKEA Billyothèque, France

Strategic opportunity

Create tactile, tech-free brand experiences that encourage slow interaction, reflection and real-world connection in an increasingly digital world

Stat: US teens turn to AI companions for life advice

Replika AI, US

US – A new study by Common Sense Media reveals that 72% of US teens aged 13–17 have tried AI companions, with over half now using them regularly.

Platforms such as Replika, Character.AI and Nomi offer emotionally intelligent bots that go beyond task-based interactions, forming digital friendships – or even relationships – with their users.

While many teens are drawn in by entertainment (30%) and curiosity (28%), concerns are rising around mental health and data sharing. One in three of the 1,060 teenagers surveyed said they turn to these bots for serious conversations instead of speaking to real people, while a quarter have shared personal information such as their name or location.

In The Synthocene Era, we analysed how, as AI becomes more sophisticated in understanding and mimicking human emotions, it may play a central role in EQ development for Gen Alpha and Beta. Yet, this new research highlights the importance of safeguarding, with young teens most likely to follow the advice of AI bots. Common Sense Media recommends the restriction of AI companions for under-18s until better safeguarding is in place.

Strategic opportunity

Design AI tools that prioritise emotional safety for younger users. Collaborate with educators, mental health experts and regulators to build age-appropriate safeguards into companion platforms, apps and interfaces