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The purpose of this paper is to understand, from children's perspectives, the commercial marketing strategy of selling breakfast cereals with “insert toys” targeted at children.

The study is based on four focus group interviews conducted with 16 children (8‐9 years of age) concerning 18 different breakfast cereal packages. The theoretical framework integrates childhood sociology, critical discourse analysis and talk‐in‐interaction. This theoretical and methodological combination is used to show how children, in local micro settings of talk, make use of the discourses that are available to them to produce and reproduce social and cultural values about marketing with “insert toys”.

The present findings suggest that, from children's perspectives, “insert toys” are constituted by cultural and social patterns extending far beyond the “insert toy” itself. For example, the analysis shows that it is not biological age that defines what and how consumption is understood.

The focus group material provides understandings of marketing strategies and consumption practices from children's perspectives. When the children talk about children and adults, hybrid agents of the “child‐adult”, the “adult‐child” and the “childish child” are constructed. These hybrids contradict research that dichotomizes children and adults likewise children's understandings of consumption based on age stages. Accordingly, age is rationalized into an empirically investigated category rather than being used as a preset category set out to explain children's behaviours.

Analysis of the focus group interactions shows that the way the market and marketing as well as children and adults are talked about is crucial to understanding children's and parents' actions as consumers.

Discusses the factors that determine a child’s sense of materialism, and how this can be measured, based on face‐to‐face interviews with 246 children to measure their responses to 14 items; the background to the study is a concern that advertising may influence children to steal in order to buy advertised products. Reviews the literature relating to consumer socialisation, which shows that children understand the concept of possession and value it from a very young age. Concludes that Hong Kong Chinese children do not endorse strongly materialistic values; younger children were more materialistic than older children, and, contrary to the research literature, the current study found no gender difference in materialistic values. Finds also that mere exposure to television advertising and programmes does not contribute to greater materialism.

This study aims to investigate the relationships between the perceived neighborhood walkable environment (PNWE), neighborhood interaction (NI) and residents’ mental health, with a focus on examining differences among residents of different age groups.

Using an electronic survey questionnaire, data on PNWE, NI and mental health were collected from 1,159 residents across 205 communities in Shanghai, China. Our study utilized a structural equation modeling (SEM), employing the maximum likelihood estimation method. The structural equation model was fitted using the MPLUS software.

The mental health of young and middle-aged adults is generally poor, and they are at higher risk of depression than children and older adults. The effects of PNWE and NI on the mental health of residents varied among different age groups. As residents get older, their mental health is more affected by the PNWE. In addition, the influence of the PNWE on children and older adults’ mental health is direct and not mediated by NI. For young and middle-aged adults, the influence of the PNWE on their mental health needs to be mediated by NI.

This study marks the first examination of the relationship between PNWE, NI and mental health among different age groups of residents in China. The findings of this research can assist policymakers in gaining a deeper understanding of the underlying mechanisms by which PNWE affects mental health. Furthermore, it can contribute to the development of more targeted walkable environment designs aimed at enhancing mental health among various age groups.

This contribution focuses on the transition from childhood to teenage years to gain insights into intergenerational relations in Türkiye. At this transition, relations between the age groups – maturing children and responsible adults – are partly renegotiated. Scopes of action, areas of responsibility, the right to have a say are being redefined, or at least contested. What becomes the subject of negotiation? How are the negotiations conducted? What are the successes and failures of negotiations? The answers give insights into the positions and mutual relations of adolescents and adults. Using focus group data with girls and complementing questionnaire material from teenagers in Türkiye, we illuminate some challenges related to the age transition from the adolescents' perspective. The results show that the girls – in accordance with their peers and against the resistance of their parents – try to implement their idea that growing up means to become more equal and independent. From the parents' side, responsibility and maturity – particularly regarding (increasing) household and school obligations – emerged as the most dominant expectations toward the teenagers. Our findings suggest that this strong ‘responsibilization’ demanded by the parents and the girls' (albeit somewhat grudgingly achieved) ability to meet this expectation ensured girls' subordination within the intergenerational relations – a subordination that is thus upheld beyond childhood. We conclude that the particular contradictions the teenagers are confronted with when coming of age are increased by Türkiye's status as a society between the East and the West that cannot be considered wholly collectivist anymore.

This paper discusses some of the health implications of data produced in the course of a research project that explored the usefulness of the concept of “social capital” in relation to the health and well‐being of children. The research used qualitative methods to explore 12–15 year olds' subjective experiences of their neighbourhoods, their quality of life, the nature of their social networks, and their participation in their communities. The research was carried out in two schools in relatively deprived wards in a town in South East England. The sample comprised 101 boys and girls in two age bands: 12–13 year olds and 14–15 year olds, with a significant proportion from minority ethnic groups. The paper adapts a “social determinants of health” model to explore the data, and concludes by suggesting that while “social capital” may be a useful tool with which to explore social context and social processes, a rights‐based framework could also be a valuable way of addressing health inequalities and quality‐of‐life issues for this age group.

The paper seeks to offer a critique of the Piagetian developmental cognitive psychology model which dominates research into children and brand symbolism, and to propose consumer culture theory as an alternative approach. The paper also aims to present the design and interpretation of an empirical study into the roles brands play in the everyday lives of junior school children, which demonstrates the richness of this alternative framework.

The key literature on children and brand symbolism is reviewed and the main concepts from consumer culture theory are introduced. A two‐stage qualitative study involving 148 children aged 7‐11 is designed using group discussions and a novel cork‐board sorting exercise. Findings from group discussions with 56 children in stage 2 of the study are analysed from a consumer culture theory perspective.

The analysis focuses on two aspects of the ways in which children use brand symbols in their everyday lives: their fluid interpretations of “cool” in relation to brand symbols, and the constitution of gender in children's talk about iconic brands, notably on “torturing Barbie”.

A key aim of this paper is to critique an existing framework and introduce an alternative perspective, so the analysis offered is necessarily partial at this stage. Future research could also use a consumer culture approach to investigate the role of brands in the everyday lives of children with differential access to financial resources, children from different ethnic groups, and children from different parts of the world.

The introduction of a new framework for researching children and brands offers a host of possibilities for academics and practitioners to understand the effects of brand symbols on the lives of today's children, including a more informed approach to socially responsible marketing. This is also the first study to apply consumer culture theory to children's consumption behaviour. Studying consumption practice from the child's viewpoint offers exciting new angles for the development of this theoretical perspective.

Waist circumference (WC) is a better predictor than total body fat for cardiovascular disease (CVD) risk factors and a sensitive marker of abdominal obesity for both adults and children. The purpose of this paper is to provide, for the first time, percentile curves of WC in children from Thessaloniki, northern Greece.

In total, 607 children (324 boys‐283 girls) aged 7‐15 years participated in the study. Sex‐specific descriptive statistics for three age groups (7‐9, 10‐12 and 13‐15) and smoothed percentiles curves of WC were derived and presented.

WC increased with age in both boys and girls. Boys had higher mean values of WC in two age groups (10‐12 and 13‐15 years) compared with girls, while girls showed a higher mean value in the age group of 7‐9 years compared with boys. Percentile levels were higher for girls above the 90th percentile for the age groups of 7‐9 and 10‐12 years. WC correlated closely with body mass index (BMI) (r = 0.90 vs 0.89, for boys and girls, respectively). Reference curves of WC were provided for the first time. Considering the lack of such reference curves and also the high incidence of pediatric obesity in northern Greece's children, the paper aims to help identify and prevent early obesity risk factors associated with high WC values.

The paper informs nutritionists and clinical dietitians of new data of percentile ranges regarding waist circumference in a pediatric population.

The study aims to assess the dietary habits and frequency of food intake by preschool-aged children in Kosovo.

The study is based on a survey of meal patterning and frequency of food group intake, using a combined 24-hour recall and Dietary history questionnaires. The assessment took place in different towns of Kosovo. Parents completed 232 questionnaires with data on dietary habits and food frequency intake of their children. Intake frequencies were computed and included in the analyses.

Dietary habits and frequency of food intake for specific foods (the main typical foods from the food groups) did not show significant differences (P > 0.05) between age groups, except in terms of milk consumption (P < 0.05) and soft drinks intake (P < 0.001). It was found that the consumption of fruits and vegetables as well as other high-fiber foods is very limited.

Despite the limitation in terms of sample, the results can be used by Kosovo’s authorities as an indication for an assessment of child’s development patterns in the country.

This assessment reports for the first time the dietary habits and frequency of food intake by preschool-aged children in Kosovo. The dietary pattern was shown to be low in wholegrain products and fruits and vegetables, and high in soft drinks and sweet and salty foods. Health and education authorities should develop national programs and dietary guidelines on recommended dietary intakes.

The questions at the origin of this chapter are: Are children aged 5 years able to become involved in a critical thinking process, which implies a certain degree of abstraction and decentering? To what extent can an approach centered on philosophical dialogue among peers contribute to this development? The chapter describes a study of the exchanges in two groups of children aged 5 years. One group had experience with the philosophical dialogue tool, the Philosophy for Children approach, while the other group had no such experience. The analysis grid was the operationalized model of the developmental process of dialogical critical thinking, as revisited by Daniel and Gagnon, which includes four thinking modes (logical, creative, responsible, and metacognitive) and six epistemological perspectives (egocentricity, post-egocentricity, pre-relativism, relativism, post-relativism, intersubjectivity). Results of the analysis showed that 65% of the experimental group's interventions were situated in relativistic perspectives and 35% in egocentric perspectives, whereas 60% of the control group's interventions were situated in egocentric perspectives and 40% in relativistic perspectives.

The purpose of this research is to explore individual and social factors that are associated with children's F&V (fruit and vegetable) intake in order to develop a school‐based intervention to increase their F&V consumption.

Group interviews were conducted with ten groups of Dutch children (n=104), aged 4‐12 years, and two groups of parents (n=28). Additionally, a total of ten parents participated in an interview by telephone. Opinions about the actual F&V consumption, awareness of consumption patterns, attitudes towards F&V, promotion of F&V consumption by parents and F&V intake at school were explored. Transcripts were analysed using Nvivo 2.0.

Several factors that are likely to increase F&V consumption of the participants were identified, such as preferences, modeling of F&V consumption by teachers and parents and availability of F&V in ready‐to‐eat form at home and school. Although both children and parents favoured activities to promote F&V at school, most parents were not willing to participate in these activities.

The present study obtains information from a broad perspective, and not from a representative sample.

This article is a useful source for health promotion planners that are developing food‐related interventions for children.

Information on factors that influence children's F&V consumption is usually acquired through parents. It is questionable whether parents are aware of the factors that influence their children's food choice. Therefore this study combined information gathered among parents with information gathered directly among children.