Here is an astounding statement: today’s children have a say in how $700 billion or more is spent each year, making them one of the most powerful consumer groups in history. Every marketer wants a piece of the action, and children are being hit with a battery of ads that scarcely could have been imagined a few years ago. Companies who market adult products, such as cars and vacations, are also enlisting children to persuade their parents to buy the “right” brand. So how did the kids achieve such pull, and where is it leading? How the Kids Took Over describes how the dramatic shift in family dynamics, with persuasive powers shifting from parent to child, creates a marketer’s dream.