There are over 61.5 million children under the age of 14 in the US,1 and for American businesses, these kids represent one of the most powerful demographics to be captured. Not only do these children spend $40 billion a year on snacks, toys, and electronics, using money given to them by their parents or family members, they also exert a powerful influence on their parents’ spending. As noted in the documentary film Consuming Kids, children under 12 influence adult spending worth a staggering $700 billion a year, which equates to the combined economy of 115 of the world’s poorest countries.
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