The Children's Market Approaching a New Millennium.

There are 38.9 million children (age 10 and under) living in the United States today, according to the Bureau of the Census. Luckily for the personal care industry, these children all need to be bathed, primped, combed, moisturized and band-aided every day. But moms and dads aren't the only ones who decide whether the Nintendo Game Boy bath bubbles or Disney's Mulan hairbrush end up in the shopping bag. Kids have more purchasing power than you may think. "Children have definite opinions about what they like and do not like," says Tracy Young, brand manager for Tinkerbell, Inc. "The factors that determine whether an item is fun or cool varies by age, gender, and many other factors." Therefore, companies are initiating creative, scientific research to determine the preferences of today's consumer-kids, and vying for children's attention through recognizable licensed characters, and hip, wild flavors.

What's New Now?

New products designed specifically for children are abundant, but one of the more notable is liquid soap incorporating "kid-approved" fragrances, like Bath & Body Works' version in Chuckleberry and Silly Fruits scents. These soaps successfully target children, says Lisa M. Quartarolo, director of marketing for Givaudan Roure's personal care and toiletries division. She thinks hand and body lotions for children are …