These are wild marketing terms, they are undoubtedly using the humanization of their brands to create the consumers of the future. It is an intelligent mechanism but I also see it as something very dangerous and that should obviously be regulated by governments.
There must be rules to protect children from creating a sense of belonging to a brand at an early age, put to divert the values ​​and even the behaviors of children.And what must be done is to show the characteristics of the product and allow that when the child is old enough to rationalize he can make his decision.