James U. McNeal is Visiting Professor at Guanghua School of Management, Peking University, China where he teaches courses in childrenís consumer behaviour, a topic he has studied for over 35 years. He is the author of more than 50 articles on the subject, and three books: Children as Consumers: Insights and Implications (Lexington 1987); Kids as Customers: A Handbook of Marketing to Children (Lexington 1992); and The Kids Market: Myths and Realities (Paramount Market Publishers 1999). He is a consultant to a wide range of producers and retailers that target children and their families in the USA and worldwide, and also advises a number of not-for-profit organisations that are interested in children.