Thursday, November 19, 1998 Published at 12:54 GMT
Pester power rules
Researchers test new toys in schools
As competition hots up in the Christmas toy market, some companies are going to increasing lengths to tap into children's ability to persuade their parents into buying them what they want.
"But you know all their friends have got it and everybody in the neighbourhood's playing with it.
"Your child's the only one without it. How can you resist that?"
A growing recognition of this force is leading more and more firms to conclude that a way to a parent's wallet is through their children's nagging.
One market research agency has even resorted to reading children's diaries in the search for clues about what might be the next big thing and how it could best be advertised.
"Pester power is important," she says. "Children are pretty brand conscious these days so we must make sure we buy into that and give the children what they want."