Marketing executives, child psychologists, and pediatricians lay out how the advertising industry turns children into lifelong customers, starting before they can read. The film traces the rise of "kid marketing" as its own specialized field, with firms hiring psychologists to study children's developmental stages so ads can target specific ages down to the year. Executives describe research techniques that track kids in their homes and schoolyards, and former industry insiders explain how brands use peer pressure and "nag factor" studies to get children to pressure parents into buying. The film moves through fast food, toys, and media tie-ins, showing how a single character can be licensed across cereal boxes, Happy Meals, and television specials simultaneously. Public health researchers connect the saturation of junk food advertising to rising childhood obesity rates. Susan Linn and other advocates argue for restrictions similar to those that ended cigarette ads aimed at kids. The film treats children's attention as a resource being extracted, and asks what that does to childhood itself.