Children play an increasingly significant role as consumers. They have become ‘an important consumer group’ (Ramzy et al., 2012, p. 30). In a growing consumer society, children are socialised at an early age to become responsible consumers, which usually starts as young as 5 years of age when ‘children increasingly make independent purchases’ (Valkenburg and Janssen, 1999, p. 3). Currently, children have become active participants in family purchase decisions (Martin and Bush, 2000), in brand selection, and also in the orientation of overall familial consumption.