In less than 50 years children have become prized consumers, with British and American kids worth 700 billion pounds a year. Open to selling and impulsive when buying, children are valued for their own spending power as well as the unique access they give to the family purse. It is through these young consumers that business learnt to sell using fun and play, techniques that are now being used to sell billions of pounds worth of products to all of us, whether we need them or not.