I'm going to play devil's advocate and say this isn't something new or newly created at least, you can see kids on billboards posing as if they love the products they're advertising, be it clothes or toys. Walk around a GAP clothing store and that kind of messaging is everywhere. TV ads for kids feature kids doing enthusiastic things that is likely acting. All in all, it isn't as new as we think it is, it's just an extension of something already there.