The study analyzes the consumption characteristics of children from four to eight years of age in two points of sales: toy stores and supermarkets. The observation method is used, as well as interviews with mothers, with the intent of understanding how the children behave and how they influence the adults purchase process. In each retail environment, the child demonstrates different ways of convincing the parents, and these, impose different restrictions. The concept of this market segment, not very explored in Brazil, can assist retail companies to better direct their marketing efforts to the children s audience.