The phenomenon referred to as KGOY — an acronym standing for “Kids Getting Older Younger” describes the observable trend through which children are adopting adult-like behaviors, preferences, attitudes, and consumer habits at progressively earlier ages compared to previous generations. Originating as a marketing observation in the late twentieth century, KGOY has since expanded into a multidisciplinary subject of inquiry spanning developmental psychology, consumer behavior research, media studies, sociology, and public health.