It seems you can’t go anywhere today without being greeted by Frozen, Hello Kitty and Spiderman merchandise. As a parent of two young girls, the plethora of branded goods available is staggering. From the fairly reasonable (dressing up clothes, bed sheets, soft toys etc.) to the frankly bizarre, branded items are everywhere.

A recent trip to the local supermarket inevitably ends in tears and tantrums as I refuse to buy yet another generic cereal disguised as “special” by the addition of a brand name and picture (plus a few extra quid!)

So have we taken branding too far? I, along with millions of others, have been guilty of purchasing the wallpaper, bed sets, toys and clothing featuring my daughter’s favourite characters, but is that so wrong. As long as we can be level headed about the quality and value and retain the ability to say “no” to our little ones, who does it harm?