Consuming Kids: The Commercialization of Childhood2008

Susan Linn:
It's really hard to find baby paraphernalia that's not plastered with media characters. You can find unbranded baby stuff, but you can find it in high-end toy stores. But if you go to just places where poor or middle class families shop, it's all branded, so the babies start out life with the notion of consumption. And that's not an accident. What they want is cradle to grave brand loyalty. That's what they talk about - share of mind. They talk about owning children for life.