Did you know that the makers of children's' products routinely employ psychologists to help develop the most effective marketing strategies? Phrases like "collect them all," "sold separately," and "part of a complete set," have become routine.

Research shows that children under the age of eight are unable to critically comprehend televised advertising messages and are prone to accept advertiser messages as truthful, accurate and unbiased. Advertising directed at children is estimated at over $15 billion annually – about 2.5 times more than what it was in 1992. Additionally, the average child watches more than 40,000 television commercials per year!

Anthropologist Jules Henry noted: "if advertising has invaded the judgment of children, it has also forced its way into the family, an insolent usurper of parental function, degrading parents to mere intermediaries between their children and the market."

How does a parent defend their children from this onslaught of marketing? Besides limiting the amount of time spent watching television, we talk to Ellie about just what is going on. At six, she is already savvy about marketing spin. Making her aware of it has enabled her to discern when she is being manipulated into wanting something she didn't even know existed. While she may still desire the latest hot toy, at least she is aware that, on some level, she is being sold.

How do you handle this with your kids? Do you have strategies for combating the sales pitches our kids are inundated with on a daily basis?