The approach to children changed depending on the historical epoch in which they lived. Most of time they were seen as a burden and considered passive participants in their own educational process. But not everyone shared such an opinion, some provided them with an active role by using them as cheap labor. Marketing has been evolving and operating for centuries. It has been alterning its versions by following or shaping the spirit of the time. In the period of consumer capitalism and the culture of consumerism, its experiencing a renaissance. 21st century marketing leverages all available resources to make a profit. The culture of consumerism advocates, promotes consumption as a value, but also acts as an extremely suitable ground for marketing professionals. In recent decades, marketing has been particularly focused on children. Using various methods, experts fight for their favor aware of the fact that they are educating consumers. The child's developmental characteristics are being used, marketing is ubiquitous and imposes Western standards and values. Manipulates children by creating animated content, cartoons, series, games that serve as a sales mask. In proportion to the progress of consumerism, marketing and anti-consumer movements are also strengthening. Advertising has long since expanded beyond the confines of small screens. Thanks to the dominant culture of the time in which we live, whether its a hidden or direct way of approach, we are surrounded with advertising products or services. Marketing does not sell goods, its selling the illusion which goods are carrying. The role of goods used to be mostly attributed to inanimate objects, but in consumer capitalism the most important commodity is man itself.