Advertisers hope to have children brand aware by age three.  Their research has shown that children as young as six months can begin to form mental images of corporate logos and mascots.
 
And these advertisers are aggressive in their efforts:
 
  • Children are exposed to 1.2 million advertising messages a year.  That's over 3,000 messages a day.  It's intended to have an effect -- and it does!
  • A quarter of a century ago, advertisers spent a mere $100 million a year marketing to kids.  Today, American companies spent $17 billion annually on advertising aimed at children.
 
That's the competition.  Can you handle it?  Waiting to teach your child about money until they can understand the concept of money -- the fact that it can be exchanged for goods and services (typically around age three) -- definitely puts you behind the power curve.
 
If you want to take on the advertisers, you'll need to start introducing your child to basic financial principals at an early age.  Granted, they will not fully understand the concept, but they will be:
 
  • Familiar with the term
  • Comfortable with the idea
  • Aware of its importance
 
You'll need to fight fire with fire with the same professional multi-media tools and the same repetition as the advertisers.  Available resources include: 
 
  • Music
  • DVDs
  • Books
 
Fortunately, there are excellent materials available.  One of my favorites is the Money Mammals.  Joe the Monkey and all his friends sing and play music emphasizing a basic concept -- Save, Share and Spend Smart, Too (www.themoneymammalsstore.com/servlet/StoreFront).  Another very entertaining program is Sammy Rabbit - Save a dime of every dollar; It's a Habit, Sammy Rabbit (www.itsahabit.com/webshop/).  Both titles have won numerous awards.
 
Books may not have the excitement of songs and videos, but they can have just as much impact.  Here are some possibilities:
 
  • The Berenstain Bears' Trouble with Money by Stan Berenstain and Jan Berenstain.  To earn coins for the Astro Bear video game, Brother and Sister Bear find ways to work for money.  How they find the middle ground between being spendthrifts and little misers makes for a funny, realistic story.
  • Arthur's Funny Money by Lillian Hoban.  Arthur attempts to earn enough money to buy a T-shirt and cap, assisted by his sister, Violet.  Simple business concepts are cleverly woven into the story.
  • One Cent, Two Cents, Old Cent, New Cent: All About Money by Bonnie Worth and Aristides Ruiz.  The Cat in the Hat puts to rest any notion that money grows on trees in this super simple look at numismatics, the study of money, and its history.
  • Money Mama & The Three Little Pigs by Lori Mackey.  Money Mama introduces the basics of sound money management and helps children develop a positive money attitude.  Featuring whimsical illustrations and engaging child-friendly explanations, the book helps parents teach their kids the value of giving to help others, investing for their future, saving for retirement and spending money wisely -- the four components of abundant money management.
  • The Penny Pot by Stuart J. Murphy and Lynne Woodcock Cravath.  Follow along and count coins with Jessie and her friends as they are transformed into a clown, a monster, and more at the face painting booth.
  • You may want to explore Kids' Money Store, Books for Kids (http://astore.amazon.com/kidsmoneystore-20?_encoding=UTF8&node=53) for more possibilities.
 
Don't let the competition get the upper hand. Start introducing your child to basic financial concepts, today!