Children's spirituality has become a significant for-profit enterprise in North American consumer culture. This article explores the marketing of children's spirituality as an aspect of the larger construction of children as consumers in the context of late globalized capitalism. Playing off of parental anxieties over the need to avail their children of every advantage that can foster the child's well-being, mainstream secular markets such as discount department stores in the USA and online retailers now offer a wide array of products purporting to aid in children's spiritual growth. The article concludes with an analysis of the effects of commodifying children's spirituality upon children.