Young Horizons Industry (YHI), in its 10th edition from 28 to 30 September, addressed the growing challenges content creators face in engaging young audiences in a media landscape that is becoming more diverse and fragmented. David Kleeman, SVP of Global Trends for Dubit, discussed in his keynote how the approach to children's media has shifted from simply reaching a wide audience to focusing on specific groups across various devices. He emphasized that today's creators must understand the unique preferences and behaviors of Gen Alpha, a generation that consumes an average of 11.5 platforms per week, with some using even more. Ampere Analysis pointed out that Gen Alpha, often called "multi-screen natives," expect content that not only grabs attention but also creates emotional connections. This generation values participation, authenticity, and safety in their media experiences. Kleeman noted that creators must build trust and understand the algorithms and artificial intelligence that young users are already familiar with. At a panel titled "Building IP with Heart," co-organized by Creative Europe Desk Poland and moderated by Kleeman, the importance of collaborating with platforms to test ideas and grow audiences was highlighted. Strategic consultant Janine Weigold stressed the need for deep involvement in the creative process, while Nora Twomey, partner and co-creative lead at Ireland’s Cartoon Saloon, warned against overthinking and focusing too much on audience capture, which can weaken storytelling. Simona Krasauskienė, CEO of NJ WORLD, shared how Nelly Jelly, a character from a beloved Lithuanian book, has evolved into a multi-platform intellectual property (IP). Veslemøy Ruud Zwart, CEO of Zwart Arbeid, detailed the development of the film ViQueens, which reimagines traditional Viking themes with strong female characters. The film, set for a Christmas release, was featured in a YHI case study and involved extensive platform testing and feedback from young girls. Panelists also emphasized the value of shared experiences in connecting with younger audiences, especially through movie theaters, which offer a social and communal setting. Krasauskienė mentioned that a test screening for the new Nelly Jelly CGI TV series created a joyful and magical experience, which has now become a traveling format.