Kidfluencers, such as @VladandNiki, @EllaKasumovic or @Ryansworld are generation alpha children (born after 2010) that have highly popular profiles on social media on which they endorse fun and entertaining content, often containing (sponsored) brand endorsements. Past research mainly focused on the negative impacts of kidfluencer activities, such as the commercial exploitation of kidfluencers or the deception of kid followers. This project takes an innovative approach by examining whether kidfluencer activities can be considered as pathways for empowerment and growth contributing to children’s consumer socialization process, while considering potential hazards. Using a participatory and ethnographic methodological approach, I will unravel the role kidfluencer content plays in children’s consumer socialization process. Unique compared to traditional consumer socialization research is that children will be considered as active co-creators in the research design, co-deciding upon methodological approaches. By challenging consumer socialization theory’s assumptions of a rational consumer and a linear consumer socialization process, I aim to obtain an in-depth understanding of how children’s consumer socialization process is changing in today’s digital age. This project will provide insight into whether, to what extent, how and for which children kidfluencer content affects young children’s consumer socialization process.