* A unique exploration of children's relationships with consumer brands * Fully revised paperback edition of a bestseller * Packed with previously unpublished data, numerous case studies and exclusive interviews with the world's brand leaders * Fully integrated with the Internet: every page of the book has an individual web address offering FREE weekly updates on hot topics. "You can't live without BRANDchild!" — Bloomberg "A must-read book if you want to communicate with and market to young people. Lindstrom provides fascinating data and stories taking you into the mental and emotional life of this new generation, who are distinctly different from us Baby Boomers." — Philip Kotler "Simply shocking . . . it is no coincidence BRANDchild has been voted Book of the Month!" — The Times Over $25 billion is spent every year on advertising to kids. How do the likes of Disney, PlayStation, Nike and Lego make psychological and emotional connections with vast numbers of children across the globe? Based on an exclusive global study comparing children's consumer behavior across North America, Europe and Asia, BRANDchild reveals the forces and phenomena that drive the trends. It highlights the new ways of marketing to an increasingly powerful and demanding consumer group: the children of the future.