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For many years now I have been interested in the relationship between children and marketing. I have taught it at the University of Exeter as an optional subject to both psychology students and business school students over a period of almost 20 years. I edit a journal called Young Consumers that publishes academic papers and the occasional practitioner paper in the area and I have written and contributed to books on the subject. My own background is in psychology and my first experience of research, many years ago was as a research assistant on a project at the University of Edinburgh looking at language and thinking in preschool children. My Ph.D. from the University of Hong Kong was influenced a lot by cross-cultural research into language and thinking. When I returned to England to a lectureship in a Department of Sociology and Anthropology at the University of Salford I read a lot about media analysis and in particular the analysis of advertising and published my first single authored book on Television Advertising and Children