Lydia Martens is Senior Lecturer in Sociology at Keele University, UK. 

1. Introduction. 2- Researching Children, Childhood, and Consumer Culture.- 3. Child Caring and Market Interactions.- 4. The Business of Child Caring.- 5. Loving: Emotional Movements.- 6. Protecting: Assembling Infant Embodied Vulnerability.- 7. Purifying: Embodied Cleanliness and Natural Products.- 8. Marketised Pedagogy and the Moralities of Child Caring.- 9. Child Caring Moralities and Market Organisation.- 10. Conclusion.