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Marketers are relentlessly pursuing our children. The evidence shows that they are succeeding - kids are spending or influencing their parents to spend hundreds of billions of dallars each year, most of it in a quest to be "cool." Also endangering kids is a pop culture where violence, profanity, and sex permeate the entertainment media and advertising. Parents feel increasingly alone and overwhelmed in trying to shield children from this toxic environment. Those looking for help will find it here. The authors offer timely advice to parents on how to mitigate the effects of a materialistic culture, and to raise kids who care less about things and more about people.