The market as educator has become firmly lodged at the centre of popular and scholarly debate commenting on the nexus between children, consumption and education/learning. In this paper, I appreciate this scholarly debate from the point of view of the sociology of consumption. The latter has been relatively silent on children's consumption and education, focusing instead on adult learning. Nevertheless, I here draw on that sociology to forward an argument that favours consideration of a broader range of social relationships and cultural and contextual influences. I outline two models on the network of relationships that inform children's consumption, and illustrate, through a discussion of Chin's Purchasing Power, how children's consumption-related learning may originate from outside the market. The paper finishes with a plea for more research that focuses on children and the domestic contexts of consumption.