for advertisers, there are three good reasons to target schoolchildren. Firstly, they have money to spend - and the amount of money is growing. In the USA, teenagers between 12 and 17 are now spending about $190 billion a year. Secondly,they have 'pester power': if they want something, they repeatedly ask their parents to buy it. Thirdly,They are tomorrow's adult consumers, and may stay loyal to the brands they bought as children.