Children and consumer culture

Kara Chan*

*Corresponding author for this work

Research output: Chapter in book/report/conference proceedingChapterpeer-review


Children have been identified as an important consumer market by brands and marketers. Food and beverages, toys, entertainment are major product categories that market to children aggressively. This chapter examines the historical development of the children's consumer culture in the U.S. It continues to study how the global toy marketer and scholars adopt gender, age, interests, and activities as market segmentation tools. The chapter then discusses how children employ brands and media entertainment consumption as a way to develop self-identity and expression of social-economic status and values among peers. Children's perceptions and attitudes toward material possessions were presented. The chapter ends with the analysis of the Disney brand in the international context.
Original languageEnglish
Title of host publicationThe Routledge International Handbook of Children, Adolescents, and Media
EditorsDafna Lemish
Place of PublicationOxon
Number of pages9
ISBN (Electronic)9781003118824
ISBN (Print)9780367633356, 9780367633387
Publication statusPublished - 31 May 2022

Scopus Subject Areas

  • Social Sciences(all)

User-Defined Keywords

  • toy market
  • consumer identity
  • The Disney brand


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