The increase in children's purchasing power over the past few decades has highlighted this segment as another important consumer market. The importance of this market has been recognized in both marketing theory and practice. A study by Sutherland and Thompson in 2001 found that children's consumption doubled in the 1960s, 1970s and 1980s, while it even tripled in the 1990s. Some authors estimate that the primary market in the United States represented $9 billion in 1989 and $20 billion ten years later (McNeal 1992b, Davidson 1998). According to McNeal (1992a), the children's market is generally divided into three major groups: (1) market (2) influencer market and (3) future market. While the above data primarily represents the primary children's market, it is worth noting that as an influencer market it is even larger. Indeed, in 1992, this market was estimated at 132 billion dollars (Power et al. 1991, Step 1993) and at the beginning of the century it represented 300 billion dollars (Rosenberg, 2000), affecting family purchases in 62 categories of products (McNeal 1992b). .- In addition to the undeniable growth in the economic power of children, it is important to understand that their role in consumption has also changed. According to McNeal (1999) and Siegel, Coffey, and Livingston (2001), the main changes in family structure and therefore in children's socialization are: (1) families becoming smaller; (2) the growing number of single parents; (3) increased discretionary income for families; (4) both parents work long office hours; (5) more children live in blended families; (6) giving children everything they want in an effort to make up for time not spent with them. As a result, children become more independent middle of paper......d Thompson, B. 2001. Kidfluence: Why today's kids mean business. 1st edition. New York: Paramount Market PublishingTalen, E. and Coffindaffer, M. 1999. Children's Utopianism: An Empirical Study of Children's Neighborhood Design Preferences. Journal of Planning Education and Research 18 (4), 321-331Turner, J. and Brandt, J. 1978. Development and validation of a simulated market for testing selected consumer skills in children. Journal of Consumer Affairs 12, 266-276 Ward, S., Wackman, DB and Wartella, E. 1977. How children learn to buy. Beverly Hills: Sage Publications Weale, B.W. 1961. Measuring the Image of the Department Store Customer. Retail Journal. Summer, 40-48Williams, LA and Burns, AC 2001. Factors affecting loyalty to children's stores: An empirical examination of two types of stores. Journal of Applied Business Research 17 (1), 61-82