Marketers are relentlessly pursuing our children. Trying to imprint their brand image on kids as young as two they are advertising to children t only through the mass media but over the Internet in school on the street even in slumber parties! The evidence shows that they are succeeding - kids are spending or influencing their parents to spend hundreds of billions of pounds each year most of it in a quest to be cool. Is your family caught up in this culture of consumption? Have the marketers convinced your children that if they just buy the right things they will be happy cool and popular with their peers? The authors explore today's hyper-commercialized culture and the damage it is doing to our kids as they grow from toddlers to teens. They offer timely advice to parents on how to raise kids who care less about things and more about people.