While parents and family members try their best to wean their children off Stationery Box this obsessive trend, stores across lunch tin boxes the city are only too willing to satisfy children’s relentless demand for their favourite TV characters plastered on every imaginable surface.

Also, I’m not allowed to buy anything without her consent. She handpicks her own water bottle, compass box and other stationery, right down to her erasers and pencil sharpeners.”

And, don’t even think of saving a few bucks in the process because most kids today, reared on ample amounts of satellite TV, are discerning consumers.

It’s not coincidence that every children’s TV channel, from Cartoon Network to Disney to Pogo, has come out with its own line of merchandise.

Yutika Jhaveri recounts the time she tried to con her six-year-old niece with a water bottle she’d bought off the street at Colaba Market.

“It didn’t take her long to realise that I’d gifted her a local, ripped off version of the Powerpuff Girls water bottle. She looked it over once, most likely looking for the Cartoon network brand and then tossed it aside, deciding it no longer deserved her attention,” she laughs.