
Moonbug releases report on what families truly expect from media and marketing
A new report from Moonbug Entertainment has revealed a significant gap between how brands market to families and what modern parents truly need and want. Drawing on its deep connection with audiences through shows like CoComelon and Blippi, Moonbug's findings present a case for brands to rethink how they engage with today's emotionally complex and digitally aware families.
The 2025 State of Parenthood Study, developed by Moonbug Insights, Moonbug's in-house audience intelligence unit, offers a comprehensive view of parenting today. The research combined responses from a nationally representative survey of 1,000 US parents with 15 in-depth interviews, revealing that many families feel unseen and misunderstood by most brands.
Among the study's most revealing insights, 41% of parents said no brand has ever truly reflected their emotional experience of parenting. However, when brands embrace authenticity and portray parenting with honesty, the response is overwhelmingly positive: 42% of parents seek out more content, 40% become vocal advocates for the brand, and 41% actively explore its related products.
The report also shows that families are not just looking for background entertainment. A striking 84% of parents want shows they can genuinely enjoy with their children. Additionally, 43% of parents expressed a desire to see more portrayals of imperfect parents, while the same percentage called for content that reflects the day-to-day challenges of raising children.
Dan'l Hewitt, Global Head of Brand Partnerships at Moonbug, said: 'As the company behind CoComelon and Blippi, we have a unique window into the realities of modern parenting — the challenges, the priorities, and the incredible rewards. Families don't just turn to our shows for entertainment. They come for connection, calm, and support. This report is about helping brands understand those emotional needs and show up in more meaningful ways.'
The study offers three core takeaways for brands and content creators: start by deeply understanding the parent audience, prioritise emotional authenticity over perfection, and offer help that is practical and judgment-free.
Johanna Moscoso, Director of Audience Intelligence at Moonbug and the study's lead author, added: 'Modern parenting isn't picture-perfect—it's emotionally complex and deeply personal. This report was born from listening to what families are really telling us. When brands reflect that lived experience with honesty and care, they earn trust.'
The release of the State of Parenthood Study follows the launch of Moonbug Partner Solutions, a new division aimed at helping brands forge deeper connections with families. Central to this initiative is Moonbug Insights, a research platform dedicated to understanding what families are thinking, feeling, and needing.
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Broadcast Pro
09-07-2025
- Broadcast Pro
Moonbug releases report on what families truly expect from media and marketing
The report comes on the heels of the launch of Moonbug Partner Solutions, a new division that helps brands connect with families through strategic content, campaigns, and collaborations. A new report from Moonbug Entertainment has revealed a significant gap between how brands market to families and what modern parents truly need and want. Drawing on its deep connection with audiences through shows like CoComelon and Blippi, Moonbug's findings present a case for brands to rethink how they engage with today's emotionally complex and digitally aware families. The 2025 State of Parenthood Study, developed by Moonbug Insights, Moonbug's in-house audience intelligence unit, offers a comprehensive view of parenting today. The research combined responses from a nationally representative survey of 1,000 US parents with 15 in-depth interviews, revealing that many families feel unseen and misunderstood by most brands. Among the study's most revealing insights, 41% of parents said no brand has ever truly reflected their emotional experience of parenting. However, when brands embrace authenticity and portray parenting with honesty, the response is overwhelmingly positive: 42% of parents seek out more content, 40% become vocal advocates for the brand, and 41% actively explore its related products. The report also shows that families are not just looking for background entertainment. A striking 84% of parents want shows they can genuinely enjoy with their children. Additionally, 43% of parents expressed a desire to see more portrayals of imperfect parents, while the same percentage called for content that reflects the day-to-day challenges of raising children. Dan'l Hewitt, Global Head of Brand Partnerships at Moonbug, said: 'As the company behind CoComelon and Blippi, we have a unique window into the realities of modern parenting — the challenges, the priorities, and the incredible rewards. Families don't just turn to our shows for entertainment. They come for connection, calm, and support. This report is about helping brands understand those emotional needs and show up in more meaningful ways.' The study offers three core takeaways for brands and content creators: start by deeply understanding the parent audience, prioritise emotional authenticity over perfection, and offer help that is practical and judgment-free. Johanna Moscoso, Director of Audience Intelligence at Moonbug and the study's lead author, added: 'Modern parenting isn't picture-perfect—it's emotionally complex and deeply personal. This report was born from listening to what families are really telling us. When brands reflect that lived experience with honesty and care, they earn trust.' The release of the State of Parenthood Study follows the launch of Moonbug Partner Solutions, a new division aimed at helping brands forge deeper connections with families. Central to this initiative is Moonbug Insights, a research platform dedicated to understanding what families are thinking, feeling, and needing.


What's On
05-06-2025
- What's On
Where to celebrate Eid Al Adha in Abu Dhabi in 2025
Sponsored: Concerts, food and family fun – here's what's happening across the capital… Eid Al Adha is nearly here, and across Abu Dhabi, Al Ain, and Al Dhafra, the city is turning the vibes all the way up. We're talking fireworks on the Corniche, epic live music in Al Ain, night markets on Saadiyat, and brunches that go well past dessert. Whether you're rolling deep with the fam or keeping it chill, here's your quick-hit guide to what's happening this Eid. Eid concerts in Al Ain Two nights. Four stars. Catch Ayed and Aseel Hamim on night one, followed by Fouad Abdelwahed and Mahmoud Al Turk on night two. Expect big vocals, bold vibes, and a crowd that came to sing along. Location: Al Ain Convention Center Dates: June 7 & 8 CoComelon at Al Ain Mall If the little ones are obsessed with JJ, this is their moment. Meet mascots, join dance parties, and get crafty in kid-friendly workshops. Bonus: shop for Dhs200+ and you're in the draw to win a BAIC car. Location: Al Ain Mall Dates: June 6 to 8 Urban Crew at Bawadi Mall Acrobatics, stunts, choreography that goes hard—Urban Crew brings the heat with high-energy shows every day of Eid week. Location: Bawadi Mall, Al Ain Dates: June 6 to 14 Layali MAS: Night market on Saadiyat Browse, snack, and explore the culture-meets-cool night market. Local designers, food pop-ups, and family-friendly vibes. Location: Manarat Al Saadiyat Timings: June 7 & 8 | First day: 4pm to 8pm | From day two: 10am to 8pm Fwalat Al Eid at House of Artisans Qasr Al Hosn Emirati food, henna art, Ajfa hairstyling for girls, and Majlis-style hospitality done right. Eidiya giveaways included. Timings: June 7 & 8 | First day: 4pm to 8pm | From day two: 9am to 8pm Eid Al Hosn Live shows, kid-friendly activities, and surprises around every corner. Keep an eye out for pop-up performances and prize drops. First day: 4pm–8pm | From day two: 9am to 8pm Family brunches, buffets & sweet deals There's something for every brunch mood – from big and bougie to laid-back and local. Highlights include: Grand Millennium Al Wahda – Festive Family Brunch, 6 June Rixos Marina – Eid Brunch, June 6 Royal M Hotel – Grand Royal Eid Brunch, June 6 to 8 Fairmont Bab Al Bahr – Live Entertainment & Kids' Activities, June 6 City Seasons Al Hamra – Eid Lunch Buffet, June 7 Location: Across Abu Dhabi Disney Junior live at Etihad Arena Mickey, Minnie, and all the Disney faves come alive on stage. It's fun, fast-paced, and guaranteed to have the kids dancing in the aisles. Location: Yas Island Date: June 7 to 8 Kids go free on Yas Island The famous deal is back. Stay, play, and dine for free across Yas Island for kids under 12 when booked with two paying adults. Theme parks included. This is running all summer long until September 30. Abu Dhabi summer sports at ADNEC Score discounts and get moving. Think of it as your excuse to try something new (or just get out of the heat). Location: ADNEC Dates: June 5 to 8 Kings and Queens of Africa at Louvre Abu Dhabi Portraits, power, and presence. A bold exhibition you'll want to take your time with. Location: Louvre Abu Dhabi Date: Until June 8 > Sign up for FREE to get exclusive updates that you are interested in


Emirates 24/7
20-12-2024
- Emirates 24/7
Extraordinary Line-Up of Only-in-Dubai Experiences Keeps DSF's Third Week Dazzling!
Third week of DSF brings a festive wonderland to life with must-visit attractions including themed plays, spectacular concerts, and delightful family friendly experiences First-ever edition of The Uncommon x DSF launches this week at Al Marmoon from 20 December to 12 January Live concerts continue to dazzle the city with Yara on 21 December, Hany Shaker and Sergei Makovetsky on 26 December, and electrifying X Factor Live Shows every Sunday of DSF The city comes alive with family-friendly festive magic with the Nutcracker, Barney, Dr. Seuss' How The Grinch Stole Christmas, CoComelon, and more Iconic DSF landmarks continue to captivate visitors across the city at DSF Nights at Dubai Festival City Mall, DSF x Hatta, and CanteenX Brand new for this week, the city's most anticipated sales season launches on 26 December with up to 75 per cent off across leading brands and stores Plus, dazzling daily fireworks continue to illuminate the skies at Dubai Festival City Mall and Hatta along with spectacular twice-daily drone shows at Bluewaters Island and The Beach, JBR The iconic annual Dubai Shopping Festival (DSF) continues to dazzle in the third week of its monumental 30th anniversary celebrations, showcasing the very best the city has to offer. Bringing a diverse range of activities across the city for all to enjoy, the city's biggest-ever celebration launches the first-ever edition of The Uncommon x DSF this week, promising an unforgettable desert experience for all. Visitors can also enjoy a thrilling start to the festive season with shows such as The Nutcracker, Dr. Seuss' How The Grinch Stole Christmas, the Winter District, and much more. An exhilarating line-up of A-list concerts adds to the excitement this week with Yara on 21 December, Hany Shaker and Sergei Makovetsky on 26 December, as well as ongoing live XFactor shows every Sunday as part of DSF Nights and Dubai Festival City Mall. Plus, organisers Dubai Festivals and Retail Establishment (DFRE) will continue to illuminate the city with free-to-watch daily fireworks, stunning photo-worthy Dubai Lights installations, and twice-daily free drone shows that have wowed audiences with their incredible artistry and innovation. Visitors can continue indulging in delicious delights at CanteenX, while immersing themselves in family-friendly attractions at Ripe Market and with the Aladdin in Dubai stage production. In addition, with the highly anticipated DSF Sales Season kicking off later this week, shoppers can bag unbeatable deals and discounts, while incredible raffles offer spectacular prizes. BRAND NEW THIS WEEK The Uncommon x DSF Date : Until 12 January 2025 : Until 12 January 2025 Location : Al Marmoom : Al Marmoom About: The Uncommon x DSF transforms Al Marmoom into a sanctuary of creativity and tranquillity, every day from 4pm to 12am. Visitors can experience breathtaking lighting installations by an international artist, cosy firepit gatherings, an intriguing mirror maze, exciting arcade and play area, with an enchanting outdoor cinema nights and live oud performances on the weekends. The Nutcracker Date : Until 22 December 2024 : Until 22 December 2024 Location : Dubai Opera : Dubai Opera About: The timeless tale of The Nutcracker enchants audiences this festive season with the renowned Astana Opera ballet and orchestra under the artistic direction of Yuri Grigorovich. Dr. Seuss' How The Grinch Stole Christmas Date : Until 24 December 2024 : Until 24 December 2024 Location : Zabeel Theatre, Jumeirah Zabeel Saray : Zabeel Theatre, Jumeirah Zabeel Saray About: The enchanting world of Whoville takes centre stage at Zabeel Theatre with Dr. Seuss' How the Grinch Stole Christmas! The Musical, a heartwarming tale of The Grinch's transformation from mischief to holiday cheer. Cocomelon Live: Sing-a-long Date : 20 – 21 December : 20 – 21 December Location : Coca-Cola Arena : Coca-Cola Arena About: CoComelon LIVE: Sing-A-Long brings a vibrant musical adventure featuring cheerful preschool teacher Ms. Appleberry, JJ, and friends at 9am, 1pm and 5pm. Hany Shaker Live in Concert Date : 26 December 2024 : 26 December 2024 Location : Dubai Opera : Dubai Opera About: An unforgettable evening of chart-topping Egyptian melodies will take centre stage as star singer Hany Shaker delivers a live performance at Dubai Opera. Sergei Makovetsky "Non-Accidentally Meeting" Live in Concert Date : 26 December 2024 : 26 December 2024 Location : Zabeel Theatre, Jumeirah Zabeel Saray : Zabeel Theatre, Jumeirah Zabeel Saray About: Sergei Makovetsky presents a captivating one-man show, blending personal reflections, vivid stage miniatures, and rare film footage. GameQuest Express Date : 20 - 29 December 2024 : 20 - 29 December 2024 Location : Ibn Battuta Mall : Ibn Battuta Mall About: The GameQuest Express offers an exhilarating gaming experience for all ages every day from 2pm to 10pm with free-to-play zones, tournaments, and interactive activities, located at Ibn Battuta Mall's Persian Court. Highlights include racing simulators, VR adventures, and console classics. Participants can compete for daily prizes, including the chance to win 30 gold coins. Shop & Win Like a Pro Date : Until 5 January 2025 : Until 5 January 2025 Location : City Centre Deira : City Centre Deira About: Shoppers can explore immersive, pixel-themed gaming experiences in celebration of DSF when spending AED 200 or more at City Centre Deira (excluding Carrefour) to gain access to the interactive activation, featuring fun zones, engaging gameplay, and chances to win instant prizes. Winners take home exciting prizes such as smartphones, smart TVs, laptops, PlayStations, and more. 3 Days, 30 Winners with Centrepoint Date : 20 - 22 December : 20 - 22 December Location : Citywide Centrepoint stores : Citywide Centrepoint stores About: Centrepoint invites shoppers to experience the ultimate style upgrade when spending just AED 200 for the chance to win a fabulous AED 2,000 gift voucher. DSF Sale Season Date: 26 December 2024 - 2 February 2025 26 December 2024 - 2 February 2025 Location : Citywide : Citywide About: The DSF Sale Season kicks off with unbeatable discounts of up to 75 per cent across Dubai's malls and shopping districts, with over 800 global brands participating across 3,500 outlets. RETURNING WEEKLY FAVOURITES Daily Free Fireworks Date : Until 12 January 2025 : Until 12 January 2025 Location : Dubai Festival City Mall and Hatta : Dubai Festival City Mall and Hatta About: DSF's third week continues to dazzle with mesmerising fireworks lighting up the city skies. At 9pm each night, Dubai Festival City Mall is illuminated by vibrant displays of colour and light crafted by the Al Zarooni Group. Meanwhile, Hatta sets the stage for breathtaking shows every Friday and Saturday at 8pm. Twice-daily Drone Shows Date : Until 12 January 2025 : Until 12 January 2025 Location : Bluewaters Island and The Beach, JBR : Bluewaters Island and The Beach, JBR About: Dubai's skies continue to dazzle with extraordinary twice-daily drone shows presented by Emarat at 8pm and 10pm. As the longest-running performances in DSF history, these awe-inspiring displays feature 1,000 drones crafting breathtaking visuals that honour Dubai's vibrant heritage, dynamic present, and ambitious future. A spectacular brand-new theme launches from 27 December to 12 January, 'Celebrating Dubai' while seamlessly blending tradition and modernity against the backdrop of powerful beats and cutting-edge soundscapes with 2D and 3D drone formations. Dubai Lights Date : Until 12 January 2025 : Until 12 January 2025 Location : Bluewaters Island, Palm Nakheel Mall, Palm West Beach, Al Seef, Dubai Design District, Al Marmoom, Hatta, and City Walk : Bluewaters Island, Palm Nakheel Mall, Palm West Beach, Al Seef, Dubai Design District, Al Marmoom, Hatta, and City Walk About: Dubai Lights shine brighter than ever for the 30th edition of DSF, unveiling a reimagined experience with captivating, interactive installations created by renowned international artists. This artistic showcase celebrates the harmony of the five elements—Water, Air, Fire, Energy and Connection—through innovative and immersive displays. CanteenX Date : Until 31 December 2024 : Until 31 December 2024 Location : Mushrif Park, Gate 1 : Mushrif Park, Gate 1 About: Returning for its second edition, the free-to-enter vibrant outdoor market is running daily from 4pm to midnight on weekdays and until 1am on weekends and features four unique zones. Guests can indulge in mouthwatering dishes while enjoying live DJ sets, high-energy performances, interactive activities and exclusive menus curated by renowned F&B owners. DSF Nights at Dubai Festival City Mall Date : Until 12 January 2025 : Until 12 January 2025 Location : Dubai Festival City Mall : Dubai Festival City Mall About: DSF Nights at Dubai Festival City Mall captivates visitors with an exciting line-up of daily activities and events, including an exceptional live concert from Yara on 21 December, Hams Fikri on 4 January 2025, and Ibrahim Al Sultan on 11 January 2025. A special ticketed performance on New Year's Eve from Mahmoud El Esseily will ring in the New Year in style, with tickets available on Platinumlist. Visitors can look forward to lively performances by beloved characters such as Modesh & Dana, Barney, and Bluey, indulge in culinary delights such as The Bay by Social, Sayf, Helipad by Frozen Cherry, and M'OSHI, and enjoy the twice-daily brand-new IMAGINE shows. Live X Factor Shows Date : Every Sunday until 12 January 2025 : Every Sunday until 12 January 2025 Location : Festival Bay, Dubai Festival City Mall : Festival Bay, Dubai Festival City Mall About: Experience the thrill of being part of a live television audience as the world-famous X Factor live shows take the stage. This iconic singing competition is broadcasting live every Sunday from 10:30pm to 1am, featuring extraordinary talent and captivating musical performances. Don't miss the chance to witness unforgettable moments as rising stars take the stage in this globally celebrated show. DSF x Hatta Date : Until 5 January 2025 : Until 5 January 2025 Location : Hatta Wadi Hub : Hatta Wadi Hub About: Hatta Wadi Hub transforms into the ultimate winter retreat for DSF x Hatta from 4pm to 10pm on weekdays and 12pm to 12am on weekends. Visitors can soar through stunning landscapes on a zipline, glide across calm waters while kayaking, enjoy live music performances and fireworks on weekends under the open sky and indulge in some of Dubai's most loved food pop-ups including Home Bakery and G.O.A.T Burger. Ripe Market Date : Every Saturday and Sunday : Every Saturday and Sunday Location : Dubai Police Academy Park : Dubai Police Academy Park About: The Ripe Market features a vibrant bazaar of artisan stalls, unique small businesses, and handcrafted products, alongside fresh organic produce, baked goods, and tasty bites from food trucks, offering a lively community shopping and dining experience. Winter District Date : 20 – 22 December 2024 : 20 – 22 December 2024 Location : Dubai Media City Amphitheatre : Dubai Media City Amphitheatre About: The Dubai Media City Amphitheatre becomes a festive wonderland as it transforms into a Winter District brimming with holiday magic with sparkling lights, cheerful decorations, a charming Christmas market, delicious seasonal treats, enchanting attractions, and a snow play area for children. Aladdin in Dubai Date : 20 – 29 December 2024 : 20 – 29 December 2024 Location : Jumeirah Beach Hotel : Jumeirah Beach Hotel About: The Dubai Panto returns to its home at Jumeirah Beach Hotel Auditorium for its 18th year with a magical new version of Aladdin. This enchanting British pantomime, infused with a Middle Eastern twist, promises a captivating mix of comedy, music, dancing, and dazzling visuals. Sonic Stage Show Date : Until 7 January 2025 : Until 7 January 2025 Location : City Center Mirdif : City Center Mirdif About: To celebrate the new Sonic movie, an exciting Sonic activation and stage show debuts during the 30th edition of DSF. The 12-minute stage show brings Sonic the Hedgehog to life in an action-packed adventure, complete with meet-and-greets and a fun activity zone. Entry to the zone requires a spend of AED 200 for two tokens, accessible by presenting a SHARE ID on the SHARE Rewards App. DSF VISA DIB Millionaire Date: Until 12 January 2025 Until 12 January 2025 Location: Citywide Citywide About: Shoppers paying with a Dubai Islamic Bank Visa Debit or Credit Card can unlock the chance to win an incredible 1 million dirhams. Making cumulative purchases of AED 500 at participating DSF retailers will earn an entry into an exclusive draw—with unlimited chances to enter and turn dreams into a reality. Celebrate 30 years of DSF with Dubai Jewellery Group Date: Until 12 January 2025 Location: participating Dubai Jewellery Group outlets citywide About: Every jewelry purchase of AED 1,500 earns a raffle coupon for the chance to win a share of an astounding AED 1.5 million in gold. With weekly draws on 20 and 27 December 2024, and 3 and 12 January 2025, four lucky winners each week will take home 250 grams of gold. DSF Raffles Date : Until 12 January 2025 : Until 12 January 2025 Location : Citywide : Citywide About: With DSF, everyone has the chance to win big this season, with an incredible array of daily rewards, grand raffles, mega prize draws, and unmatched retail promotions. From ENOC's daily prizes of up to AED 10,000 to the DSF Mega Raffle and Majid Al Futtaim's Biggest Prize of the Year, the excitement is non-stop. Highlights include Modesh and BLUE Rewards Millionaire at Dubai Festival City Mall, Dubai Jewellery Group's 1.5 million dirhams in gold raffle, DSMG's Shop, Spin, and Win promotion and 30 DSF Golden Ticket prizes worth AED 300,000, making this season a true celebration of dreams and surprises. Visitors can navigate through the endless excitement of this year's festival through the all-new digital DSF Map - an interactive online guide to explore all of the season's iconic and only-in-Dubai experiences, festival favourites, ever-popular signature events, and brand-new additions waiting to be discovered across the city. Dubai Shopping Festival is supported by Key Partners Dubai Islamic Bank and VISA, and Strategic Partners which include: Al Futtaim Malls (Dubai Festival City Mall & Festival Plaza), Al Zarooni Group (Mercato Shopping Mall), AW Rostamani Group, DHAM (Al Seef, Bluewaters, Ibn Battuta Mall, Nakheel Mall and The Outlet Village), Emirates Airline, ENOC, e&, Majid Al Futtaim (Mall of the Emirates, City Centre Mirdif, City Centre Deira), Merex Investment (City Walk and The Beach, JBR), and talabat. For more information, visit the Dubai Shopping Festival website and follow @DubaiFestivals on Instagram and TikTok. Follow Emirates 24|7 on Google News.