The potential of the child segment offers an immense opportunity for marketers to explore. In the ever more dynamic and ever changing children's market, the identification and ability to optimise the factors that can preserve product dominance are key to product longevity. This paper attempts to identify those factors that can influence the success of products in the children's market. We focus on identifying the antecedents of brand relationship and brand loyalty for the children's market. It is hoped that this study will contribute to the body of knowledge, and build understanding between the factors and their interrelations so that, in the end, product longevity in the children's market is finally achieved.
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