David Beckham is the ultimate marketing tool for children, according to a new study.

The latest marketing trend report from the University of Bath revealed that UK children seem to pay more attention to the England football captain than they do to their clothing or toys.

Dr Agnes Nairn, head of the research at Bath University, said: “Understanding how children perceive celebrities like David Beckham and the other brands they encounter will help us to formulate better policies on responsible marketing to children.”

The study looked into the effect branding has on the lives of seven to 11-year-olds with the results highlighting the importance that celebrities and sportsmen such as David Beckham have on their interests.

The England skipper topped the chart in arousing children’s interest beating branded toys, clothing and other products.

Dr Nairn said the results highlighted “our celebrity-obsessed society” and the notion that celebrities such as Beckham had become “branded commodities”.

Marketing companies are increasingly aware of targeting the younger market while buying habits are formed.
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