To understand the power of toy licensing as a marketing tool, take a pre-schooler to the supermarket. In the canned food aisle the child is sure to want the Barbie beans or the Postman Pat pasta and ...

Plenty of people judge a woman to be a bad mother if she doesn’t give more of herself to her children than her husband does (iStock) Any adult who has taken a child to a shop will likely have ...

According to the study, father's are seen as a softer touch when it comes to 'pester power' Credit: Photo: Alamy Pester power is more effective than ever, research suggests, as parents say modern life ...

I CAN'T remember the last time I was standing by the sweets at my local Tesco checkout with whining kids and decided to save everyone's eardrums by shutting them up with a couple of Kinder Surprises.

These collectibles are becoming a key differentiator for mass retailers, as there are only so many price cuts to be made before it negatively affects the bottom line. Andrea Kraushaar, research ...

Parents who give in to nagging from their children spend an extra £2billion on things they don't need every year. New research found the average child costs their parents 460 pounds by nagging them ...

Roula Khalaf, Editor of the FT, selects her favourite stories in this weekly newsletter. When you look at some entrepreneurs, you can almost imagine their childhoods. Staring at frozen windows, ...

Mumbai: It helped build large Indian brands in the 1980s and 1990s, including orange drink Rasna and milk food drink Complan. From the cartwheeling kid in yellow in the Sundrop oil ad to the “I’m a ...

A third of parents say that pester power regularly gets the better of them, and it's leading them into debt. This is the ability children have to convince their parents to buy something, by asking ...