SUMMARY
Children form a sizable chunk of marketing spends of companies particularly in the FMCG sector. They induce buying on the part of parents. Children are active everywhere- be it in TV, or in homes, or wherever they are in their pastimes. They are goaded by their parents and sometimes indulged in fancy buying of objects, ranging from toys to mobiles to tablets to electronic playstations.Children today are called screenagers, they work on a TV screen, or a tablet screen, or a console screen. Within the digital space, while gaming remains the number one activity for 4-10 year old, as one moves up the age ladder, social media begins to take precedence over gaming. Parental support is crucial as they are the pillars of buying for children. In this study, mothers were found to be the pivot for children buying nourishing juices, candies, or toys, or devices with a focus on learning.Marketers must respond with speed to changing needs and choices of children and their parents supported by technology. They must pursue altruistic motives in targeting children with tender hearts and minds. Ethics lie at the root of marketing to children. As a corollary, marketers cannot bypass regulatory norms, soft or hard. In a digital age, marketers must tangibilise buying experiences or consumption experiences as far as possible.