This essay investigates the relation between the children and consumption, starting from the interactions between them and between the adults, as well as the observation of their cultural practices in a public school in the North Zone of the city of Rio de Janeiro. The first chapter presents the methodological issues that guided the researcher`s point of view and her conception of childhood through the entire writing process of this study. In the second chapter, its outlined a theoretical overview bringing the authors who helped thinking over childhood, cultural practices and consumption, performing a dialogue with the children`s speech which emerged during the observations.On the third and last chapter, it is described a situation provoked by the researcher aiming at better understanding issues which came along in the process. At last, an analysis is given of the school role and of situations that show how publicity has invaded the School.