For the marketer, well, it can be the beginning of a lifelong relationship. It's potentially very powerful and very valuable to marketers. Because clubs can be so powerful, they are cause for concern. Clubs disguise commercial messages. The more a child's guard is down, the more effective an ad can be.
Clubs also try to build premature brand loyalty.
Children have the right to see their options before being steered into loyalty to one brand. It doesn't seem fair to start wooing their loyalty before the age of 6. A few of the magazines may be enjoyable, and stickers and decals can be fun. But the overall theme of these clubs and their materials is buying. Club marketing to kids is new and growing.