This ebook includes contributions that focuses on children and their surroundings in a retail context in four perspectives of family, technological environment, edutainment centre and price variable. For children the context of retailing is first the family which is investigated through mothers shopping for their kids then through the impact of child on family provisioning related to sustainability. The submissions include also the context of technology leading to the experiences of children with retail mobile applications and their participation in MMORPGS (massively multiplayer online role-playing game) leading to virtual retail shopping. Then the role of the edutainment centre as a socialisation agent is explored. The last component of the surrounding examined in this issue is the price of the products.