According to the U.S. Census Bureau, the Black population is expected to reach 42.6 million by 2016, an 11.3% increase from 2006. Currently at $957 billion, Black spending power is expected to climb to $1.25 trillion by 2015. Black households are more likely than White households to have children but less likely so than Asian or Hispanic households. This is not the only differentiator when it comes to parents of different ethnic groups; Black parents have different priorities and concerns than other parents. Understanding these differences and the children’s products that Black parents prefer will help marketers not only maintain but grow their business among Black households with children.