Children

Between 5 and 7 is what we think of as real childhood.

You’ve got a wide vocabulary and you’re not afraid to use it. You’ve got full control of all your bodily functions and movements (most of the time), you can even (on occasion) stay up and watch
X-Factor.

BUT the world is still a magical, inspirational and fantastical place. The Tooth Fairy sits alongside Hannah Montana and Santa Claus and sometimes has to make way for Spongebob but you’re absolutely still 100% child.

This is the time when preferences are embedded, habits finalised and opinions formed. And strangely it’s this age that are not always provided for as best they might be. We’re experts in understanding the motivations and aspirations of children.