Children's perceptions of industry often remain unclear, incorrect, or shrouded in misconception. A high proportion of children continue to describe industry using "negative" adjectives including dark, noisy, dirty, and smoky. In this article, the author describes a project that tackles these misconceptions by working with young children. The project is called "Children Challenging Industry" (CCI) and quickly proves to have a significant impact both on the children and the teachers involved. It provides opportunities for primary school children to experience science in an industrial context, by undertaking a series of "real-life" challenges in the classroom with an advisory teacher. The author tells how she and her colleagues have changed children's perceptions of "industry" in the north of England through the CCI project. (Contains 3 figures.)