Mapping the global distribution of children's consumer culture and the branding of children's literature, this study examines how young girls resist and negotiate ideological messages inherent in popular culture texts. Napoli explores the ambivalence generated by texts such as the Mary Kate and Ashley brand, which not only publishes books, but also inscribes products with qualities associated with girls' developing sense of identity. Examining media from producers as wide-ranging as Disney, Barbie, American Girls, the study looks at how the branding of children's literature affects girls' developing sense of identity and their relationship with consumption.