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This is the story about how a dramatic cultural shift in family dynamics – from parent power to child power – has created a marketer’s dream. And how that dream has fueled an unprecedented marketing effort targeting kids. It is about kids and the major interests invested in them. Big business wants their attention and their dollars, anti-marketers are fighting to protect them, and parents are at a loss for what to do. There is a war being waged, and we go onto the battlefield.