Apparently you don’t need to have a wallet or a job to become a key target for marketers. Children 10 years old and younger seem to wear the pants in the family when making technology decisions on what TV to buy, tablet and phone purchases. Marketers need to understand how the newly coined generation Alpha make decisions and what makes them tick.

Here are a some examples of brand’s getting their attention:

Making a tedious task – enjoyable. 

Procter & Gamble’s Crest Kids, for example, recently unveiled an Alexa skill for Amazon’s smart speaker designed to help children brush their pearly whites. The Tooth Fairy-approved skill tells jokes, offers fun facts and sings songs for the dentist-recommended brush time of two minutes, according to the Amazon page for Chompers, which worked with Gimlet Media and Oral B on the project.

Partner with Alpha’s favorite YouTube and Instagram influencers.

The kingpin is Ryan, a 7-year-old boy from Texas who has been doing online toy reviews since he was a 4-year-old. His YouTube channel, Ryan ToysReview, now approaches 18 million subscribers. Ryan, whose last name is undisclosed to protect his privacy, first began posting reviews, but has since expanded into science experiments and games. Neither Ryan nor his parents returned a request for comment.

“The new biggest celebrity to a kid is not Michael Jordan anymore, it’s Ryan ToysReview, [their] favorite YouTuber,” says Julia Moonves, VP of sales and business development at, a Los Angeles-based startup that partners with young influencers on content and product development.

Why it’s hot? 

The customer base has gotten a lot more complex with layers of influencers. Marketers have to work smarter to target the right decision makers and key influencers to drive conversion.