Why is pink the colour of choice for girls?
9 May 2011 Last updated at 10:56 BST
Why do so many girls love the colour pink and how much do parents and society fuel the attraction?
A Radio 4 documentary has attempted to find the scientific truth behind the pink phase that so many girls go through.
BBC Breakfast discussed the issue with Melissa Hines, a professor of psychology from Cambridge University and retail expert Clare Rayner.
Fighting The Power of Pink, 8pm Monday 9th May, BBC Radio 4