Corporations have doubled what they spend marketing to children over the past decade, and the payoff shows up in a single statistic this film keeps returning to: kids under twelve now influence 62% of family purchases, from snack food to cameras to cars. The film tracks how that happened, pointing to a shift in parenting style toward listening rather than dictating, and to a generation of under-twelves more numerous and more affluent than the Baby Boomers ever were. Marketers and researchers explain their own methods on camera, using terms like "infant niche market" and "cradle-to-grave brand loyalty" without much embarrassment, describing children as a target to be secured early and kept for life. Psychologists and anti-marketing advocates get equal time arguing that this amounts to manipulating minds too young to recognize a sales pitch. The film lets both sides make their case in their own words, building a picture of an industry that has effectively made children the decision-makers in households that used to answer to their parents.