Written from the results of a year-long global research study conducted by the brand research firm Milward Brown, this book is rich with information about how children perceive brands, react to marketing, and decide to spend their considerable financial buying power. The study targeted children in the 8-14 age groups, who have become a global consumer group, through the internet and other technologies.

This book is a must read for anyone marketing to children and it will be as fascinating for parents as for marketers. Some of the information here though will appear tricky to parents and may be disturbing. Consider, for instance, the proven strategy of creating a false website for a `friendly' kid where the marketers feed positive information about their brands to other children.

The information here about the psychology of tweens relative to brands is also very fascinating.