The economy of a country is supported by marketing and advertising of goods and services to both children and adults. Although the marketers have focussed on children as targets for decades, two recent trends have developed their interests in children as consumers. Over the time, in the recent years there has been an increase not only in the discretionary income of the children but also their power to influence the decisions of their parents. Also, with the increase in the number of television channels and other digital interactive technologies, there has been an enormous growth in media space for children and their products. Paid advertising to children primarily involves television spots that feature toys and food products. Embedding products in the program content in films, online, and in video games is a result of newer marketing approaches that have led to online advertising and to stealth marketing techniques.