“They are tomorrow’s consumers, so start talking with them now, build that relationship when they’re younger, and you’ve got them as an adult” (Lucy Hughes, Consuming Kids: The Commercialization of Childhood). Children worldwide have become an important and unique market segment for practically every product category, from toys and clothing to cell phones, computers, and even financial services. In recent years there have been many important changes in children’s family composition: women started to work outside the home and families became smaller, which increased the importance attributed to each child (Fiates et al., 2008). This may be a reason for the involvement of children in consumption decisions (Foxman, Tansuhaj, and Ekstrom, 1989). Consumers develop relationships with brands throughout their lives (Fournier, 1998), consuming countless branded products. Importantly, some of these relationships are developed at an early age, as children (Ji, 2002). However, research on the brand relationship phenomenon in children is scarce. The main purpose of this study is to clarify the process by which children form relationships with brands. Specifically, we attempt to understand how children as consumers conceptualize brands; we also investigate why and how children engage in positive or negative brand relationships; identify the reasons why young consumers decide to break up with brands and examine how a brand relationship reconciliation can take place.