This book investigates the complex and evolving relationship between childhood and consumer culture. It examines how children are increasingly targeted by marketing and media, and how this shapes their identities, values, and experiences. The work draws on a range of theoretical perspectives and empirical evidence to explore the implications of this pervasive cultural force.

The book is regarded as a significant contribution to the study of childhood and consumer culture, offering a comprehensive and critical analysis. It is noted for its thorough engagement with theoretical debates and its use of diverse evidence to illustrate the pervasive influence of commercialism on young lives. The work is considered essential reading for academics and students in fields such as sociology, media studies, and childhood studies.