Forget the traditional doll's house and train set - all youngsters want for Christmas this year is an MP3 player or haute couture. Children are becoming wiser and more sophisticated in their Christmas present choices, according to academics from Birmingham Business School at the University of Birmingham.
Youngsters are no longer asking Santa, but telling their parents which electronic gadgets or designer clothes they want to unwrap at Christmas. Kids are becoming more empowered through greater brand choice and are taking charge of the festive purse. Not only are they choosing their presents, but they are researching their future gift (and its brand) online.