Children are notorious for nagging their parents into buying them the latest toy, especially in the run-up to Christmas. Last year they all wanted Teletubbies, and this year it is Furbies.

UK researchers call it pester power - a child's ability to pester their parents into buying a certain product or brand.

With the UK toy industry worth more than £1.5bn, manufacturers all want their toys on kids' wish lists. They are even sending market researchers into schools to find out what is 'in' and what is 'out' with children, so they can predict trends and boost sales.

Advertisers believe that two thirds of pestering results in a purchase.

But is this shrewd marketing or are children being exploited?

Debbie Simmonds of Marketing Stores Worldwide says it is important to get pester power right.

"Children are pretty brand conscious nowadays, so we must make sure we buy into that and give the children what they want," she said.

One mother certainly does not underestimate the power of pestering.

"They ask for something and you say no. But all their friends have got it, everyone in the neighbourhood is playing with it, and your child is the only one without it. How can you resist that?"

Are you a victim of your child's pester power? Do advertisers go too far to get your children's attention?

What do you think?

Do your kids have pester power?

Your reaction in full

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