A recent Kaspersky report warns about the sustained growth of cyber attacks that use the image of brands recognized by children and families to distribute malware or commit scams. Between the second quarter of 2024 and the first of 2025, the attempts of deception increased by 38 %, according to the data of the cybersecurity company. The brands most used by digital criminals include Lego, Disney and Mr. Beast. In total, more than 432,000 attempts were detected during the analyzed period. Only the false contents linked to Lego represented more than 306,000 attacks, while Disney added 62,000 and touches Boca, 45,000. Other brands, such as PAW Patrol and Peppa Pig, were also used, although on a smaller scale. The attackers take advantage of the emotional familiarity generated by these brands in the boys to disguise their tactics. False games, attractive videos or “tricks” that simulate being fans contained by fans are some of the most common hooks to get malicious software. The more popular the brand is, the greater its value as a decoy for cybercounts. According to Kaspersky’s analysis, the most frequent threats were the Downloaders (programs that install other malicious applications without the user noticing it), the Trojans (capable of stealing information or taking control of the device) and the Adware, which floods the devices with unwanted advertising. False sites were also detected that mimic official pages, such as a replica of the Tokyo Disney Resort site, with the aim of stealing personal and banking data. The trend detected by Kaspersky is not an isolated case. According to a recent Check Point Research report, so far from 2025 phishing attempts linked to known brands increased by 40 % globally. The most exploited sector was that of entertainment and video games, especially in campaigns aimed at minors. One of the most notorious cases was a series of sites that offered “Roblox free passes” in exchange for completing surveys or providing access data. By their part, ESET recently warned of the growth of false apps aimed at boys who circulate in unofficial application stores. Many of these apps use icons and names similar to the originals, which confuses minors and facilitates the installation of malicious software. ESTET also pointed out a 25 % increase in detections of Trojans disguised as children’s games during the first quarter of this year. The worrying of this phenomenon is that it combines two key factors for attackers: the confidence inspired by family brands and the natural vulnerability of younger users, who still do not have the necessary tools to detect deception. Given this panorama, the specialists agree that education and accompaniment are as important as technological solutions. Before the growth of these threats, security experts recommend a comprehensive approach that combines education, family dialogue and protection tools. The first line of defense, they say, is the open conversation between parents and children about the risks that exist on the Internet. It is key to establish clear rules of navigation and teach children not to download files from unknown sites or share personal information. It is also advisable to actively supervise the use made by minors of their devices, without invading their privacy, but it does notify and guiding. To facilitate this task, Kaspersky launched the “cybersecurity alphabet”, a free book in PDF that seeks to introduce children in key concepts such as encryption, phishing or the use of VPN. Through simple activities and explanations, this tool can be useful to incorporate the issue of cybersecurity into the family day. Accompanying digital experience from home not only reduces immediate risks, but also prepares children for more conscious and safe use of technology.
