The natural credulity of young children means that advertising to children is almost always a sensitive issue. The average child is exposed to approximately 40,000 commercials a year. These messages are channelled through television, the internet, bill board campaigns and print media. Toy marketers are also known for more direct approaches, targeting schools. Doing so by producing toys that are advertised with ‘educational benefits’ throughout primary school catalogues and news letters. A study on child advertising during Dec 2007 examined the relationship between television commercials and children's requests to Father Christmas. Throughout the findings there was a significant correlation between the items requested and the commercials viewed. Proportionally there was a greater number of brands requested when associated with higher television viewing time. These findings reflect the impact marketers have on children. Through the use of advertising, brands are shaping the opinions and beliefs of young children every day thus generating an unrelenting appetite for branded merchandise. The intentions of toy manufactures are to influence children while they are young to gain brand loyalty, devolving premature consumers. The consumers of the future. Marketing strategies towards child advertising are paid high attention to as the market is generating approximately 21 billion dollars into the United States economy each year. This is possible due to the influential amount of purchasing power children have when pressuring their parents, through what marketers refer to as ‘pester power’.