Kids are active seekers and influencers for a whole range of products affecting their lives."The Child is the father of the Man": an old adage that still holds true.The world of children has changed a great deal over the last decade. The variety and number of products targeted directly to young people have developed incredibly, from toys and clothes to music, magazines, TV channels and entertainment. Advertisers are making their pitches to more and more younger audiences.... 'Catch them young' seems to be the motto of the day.Children represent three different strategies for making money. For one, children have money of their own to spend. However they also influence family spending decisions and they are open to advertising campaigns designed to make them future consumers. This article focuses on kids as consumers and their pester power. In particular we will discuss the implications of advertising to children.