I Want the Real Ones! Teaching Kids Value Over Brands

 

You’re standing in the middle of Target, just trying to grab toothpaste and snacks. Then it hits:

“Mom, I want the real Crocs. Not those fake ones!”

Or maybe it’s Nike. Or Lululemon. Or Stanley cups.

Suddenly, your 8-year-old is a brand connoisseur, and you’re wondering: How did we get here? Is it TikTok? YouTube? Classmates? All of the above?

 

Welcome to one of today’s trickiest parenting money moments: when kids start tying worth to logos. Not just price tags, but status. This isn’t about splurging. It’s about helping kids develop a strong inner compass in a world that’s always selling. Let’s break it down to capture the value in our things.

 

Why Are Kids So Brand-Aware?

You’re not imagining it. Brand obsession is showing up younger and stronger. Here’s why:

• Social media and YouTube influencers blur the line between entertainment and advertising.
• Peer influence in school can turn brands into social currency (“You’ve got the knockoffs?”).
• Brands market emotions—not just products. Nike means power. Crocs mean fun. Apple means cool.

This doesn’t mean your child is shallow. It means they’re paying attention, and that’s actually an opportunity.

The Story of Jada and the $100 Hoodie

Let’s meet Jada, age 11. She saw a TikTok about a “must-have” hoodie from a popular brand. Price tag? $100.

Her mom paused. “Let’s talk about this. What makes that hoodie special to you?”

Jada: “Everyone has one. It’s soft. And it just…looks right.”

They explored:

• Could they find the same quality for less?
• What else could $100 do?
• Was this about the hoodie—or feeling included?

The end of the story? Jada still wanted the hoodie, but she split the cost with birthday money and learned to weigh why she wanted something, not just that she wanted it.

Real Talk: What Is Value?

Here’s a great definition to try at home:

Value is what something is worth to you, not just what it costs.

Sometimes that value is quality. Sometimes it’s meaning. And sometimes, it’s just hype.

Helping kids think like detectives about money builds lifelong skills:

• “Is this worth it to me?”
• “Am I buying the thing or the feeling?”
• “What else could I do with this money?” 

Money Detective Mission: Brand vs. Budget Challenge

Ages 7–13 • 15–20 minutes • Solo or with a parent

 

Your mission, should you choose to accept it:

• Pick a popular item you really want. (Think Crocs, Stanley cups, Nikes)
• Find the name-brand version, a store-brand or generic version, and a creative alternative (maybe DIY or secondhand!)
• Compare price, features, and what you actually care about

It’s tempting to say, “That’s too expensive” or “You don’t need that.” But a better approach is curiosity and coaching.

 

Try these instead:

✅ Ask open-ended questions. “What makes this one special to you?” “How do you think it compares to others?”
✅ Make value a family word. Say things like, “That’s a good value” or “We’re paying for quality here.”
✅ Use real choices. Give them $25 to spend on a shirt. Let them feel the trade-offs in action.

Final Thought

Kids aren’t just absorbing ads. They’re building identities. And while it’s okay for them to love a brand, what we really want is for them to know their value doesn’t come from a label. Helping kids think through money decisions now creates confident consumers later. Even the ones who still ask for Crocs.

At Kash Kids, we equip children with the tools to make smart money choices for life. Through hands-on lessons in financial literacy, we help kids build confidence, form healthy habits, and understand the value of every dollar. When children learn how money works early, they grow up ready to lead, save, invest, and thrive. Want more tools to raise money-smart kids? Explore our free hands-on lessons and smart spending activities at kashkids.org.