Just because you don’t sell toys, doesn’t mean you should count these kids out. This new generation hasn’t even established credit, and yet they’re impacting the spending behaviors of their millennial parents (who also happen to be entering their prime spending years).

While advertisers once marketed exclusively to parents, children are now a consumer force to be reckoned with. There are special foods, clothing, accessories, soft toys, and even furniture marketed to children.

After years of pressure to trim the fat from its popular kids' meals, McDonald's opts for a leaner form of happiness