Alan Sugar's program has helped young children
The Apprentice and Dragons Den are helping 8-9 year old children to become more money savvy, according to new research.
It also found that whilst three quarted claim to no longer believe in the Tooth Fairy they're still willing to accept her money, and over a third even feel that she can bee too stingy with the money that she gives.
The study commissioned to coincide with the launch of Aquafresh Ultimate toothpaste discovered that their grasp on reality and fantasy is still not entirely clear cut, as nearly a quarter of 8-9 year olds believe Cheryl Cole is a made-up characted and the same number believe Harry Potter is a real-life person.
"This study reveals a lot about children between 8-9 years old. It is an interesting age as they have left behind the childishness of the early years but have yet to develop mature ways of thinking," says chartered clinical psychologist, Dr Angharad Rudkin who specialises in adolescent behaviour.
"Children of this age are exposed to a lot of information by the media - on TV, on the internet and in books they read, but don't yet have the capactiy to work out what is real and realistic, and what is make believe. The current culture of 'anyone can do' means that children are led to believe that they can have, or be, famous and rich. Money becomes important to the them as they learn about its power, yet they are still learning how to manage it."
The study, which commissioned to reveal the important truths about the Chapter 2 pre-tweenage development stage of children, surveyed mums and kids aged 8-12. The research also discovered that up to 72 per cent of parents are faced with increasing insolence as their children answer back or simply refuse to do as they have been asked.
Dr Rudkin continues: "It's also around this age, children begin learning the power of truth and lies. They will often explore this by telling white lies or adapting the truth. This does not mean that they will grow up to be deceitful. However, it is an ideal opportunity to give children a clear message that telling the truth is preferable."
Katharine Osmond, from Aquafresh Ultimate, comments: "Children appear to be more savvy than ever when it comes to finances and the ways of business. From the research, it looks like children are happy making decisions over which childhood beliefs can work to their advantage and are adept at putting them into practice with their parents. No doubt, television programmes such as the Apprentice and Dragons Den have helped.
"The research also highlighted that age seven upwards is an important transition time for children - it's the age where they are starting to leave childhood behind and want more independence."