By the mid-20th century, the traditional approach of marketing through mothers (also known as the "gatekeeper model") was waning. Children, who by this time, were the recipients of pocket-money, made individual purchasing decisions, as part of their education in the world of consumption. Television broadcasting in the mid-20th century provided toymakers with the ability to reach national children's audiences. In the late 20th century, the merchandising of film and TV characters in the form of dolls or figurines, gave toy marketers access to international audiences.