Consumer behavior is the process of obtaining and consuming products and services, and it also includes after-sales processes. Marketing experts are not able to control most of the factors, but are trying to identify the factors as much as possible and understand the impact of certain factors on consumer behavior. By utilizing the knowledge gained, marketing experts strive to align products and services with the goals of consumers. In the last ten years, marketing specialists are particularly interested in the role of children when purchasing a wide range of products and services. Marketing experts are now focusing on children as consumers, not only because children are the means to get to adults, but because of the awareness that the children themselves are a big and significant market. Today's children are growing faster than the past generations of children, are more connected, more direct and fully informed about the world around them. The entire media world facing children (movies, cartoons and commercials) is closely related to the production of a series of children's products - cartoon figures, thumbs to collect, as well as bags, pencil boxes, t-shirts and similar. Researches show that today every child wants to express its opinion on family purchases, so they affect almost 60% of the decisions on choosing the brend. Parents ask for the opinion of children usually when choosing products for household and personal hygiene, but also when buying cars, mobile phones and designer clothes. Marketing experts divide children by age and gender identity. Numerous studies have been conducted on a continuous basis, but marketing experts are still unable to fully predict the behavior of consumers due to rapid changes in trends. Marketing campaigns are often aggressive, and negative impacts on children are reflected in numerous psycho-physical disorders: anxiety, depression, obesity and diabetes. Adolescents are susceptible to thinking that the purchase of more expensive products to buy its identity and position in society.