Robinson, 10, asks me 1 euro in exchange for a « Black Game » poster. No doubt, children have fully assimilated marketing techniques. This is both scary and challenging: you will have to look further in the form and in the maturity of the communication. « Black Game » is a story the boy invented and has declined in game, lotto scratch cards, figurine, costumes … Merchandising Black Game shows that brands mean something to children. But also that they advertising expertise makes them more critical and demanding than their parents. Not fooled, they detect and reject any mismatch between the product and the message. Likely, they do not support either the brands that try to handle and appreciate very moderately to see themselves caricatured. Definitely exhausting, children also expect that we surprise them all the time.