Kids footwear is a $54 billion category growing over 8% a year. The 2026 Back to School program is Zappos' biggest kids push in recent memory: a full site and social takeover, paid media through television, a Greene Street pop-up in Soho, influencer partnerships throughout. The creative holds a high bar in a category that rarely tries — bold color, real craft, artful enough for parents, joyful enough for kids. It also gave the brand a mascot: Zappy, drawn out of the Z itself, now living in animation, merchandise, and the occasional real-world appearance.