Many companies and their marketing specialists invest lot of money in advertising. Whether it is television advertising, Internet advertising or any other type of advertising, it is important that it reaches the consumer. When children become a target market, situation changes. It is well known that children, if they are younger, their concentration is weaker. If they want a toy, they get it, and after a day or two they are no longer interested. How marketing specialists convince adults that their product is exactly what they want and what they need? Marketing specialists have a similar job when it comes to children. How to convince a child that something so beautiful, gentle, sweet, colorful is just what it wants? That's exactly how it should be presented. What tricks companies have to maximize our spending? When purchasing, we think we accidentally choose a product. But is it really what happens? How did some companies succeed in making their products irreplaceable? In this paper, we will deal with the examples of various companies that have managed to create a whole brand from one of their products. We will conduct research and discover how children influence us as consumers, how businesses affect children as consumers and how they develop a consumer mentality.