Children’s goods industry brings up consumers from early childhood forming their requirements and specifying directions of growth. At that, participation of children and their influence remains very low. There is also no adequate regulatory framework to serve the interests of children. Sometimes actions and decisions made by the stakeholders are very controversial. There is no a solid platform for interaction and dialog on behalf of children. For example, teachers do not talk to medical professionals whether it’s possible to cultivate healthy lifestyle and how to achieve it. Parents do not interact with government officials. Architects are hardly interested in lifestyle of their customers offering standard solutions for street and residential space.
Tough competition between producers of children’s goods often results in lower quality. Market conditions make the companies disregard quality while generating more revenues. Thus, children are the most vulnerable citizens as exposed to unfair advertising and marketing, and totally depend on unadvised choice of their parents and indifferent teachers.