NEW KIDS ON THE BLOCK: Move over Gen Z, Generation Alpha is the one to watch.

The article focuses on marketing to Generation Alpha, the tech-savvy young children of millennials whose rising influence could soon make Gen Z an afterthought. Topics discussed include this generation's role in household buying decisions, some brands like Fitbit, Crest and Walgreens that are already honing their Alpha strategies and proportion of parents who say the habits and needs of their children influenced their last technology purchase, including television, smartphones and tablets.