13-year-olds can now trade stocks...

Companies are increasingly chasing next-gen consumers: America's youth.

What's new: Fidelity today said 13- to 17-year-olds can trade stocks using an account in teens' full control once it's opened by a guardian. It's an industry first — and other brokers could follow.

Why it matters: Kids are a lucrative market given how much younger they are developing online habits (something the pandemic has only made worse).

What they're saying: "It's basically hook 'em as young as you can, period," says Jim Steyer, founder of Common Sense Media, a children's advocacy group that's called for more regulations on this front.

It's happening across a slew of industries.

The big picture: For decades, there's been caution around what is too dangerous to be marketed to kids (think cigarettes and toy guns). But the line between what should and shouldn't be off-limits is getting blurrier.

What to watch: Big Tech's reputation for getting kids onto its platforms is the source of bipartisan ire. One concern: These companies have fallen short on privacy for adult users — the same will happen for children.

Of note: Fidelity says there are guardrails to ensure trading teens — who can't trade on margin — are supervised.

https://www.axios.com/marketing-children-consumers-media-trading-b5452fde-0858-4f67-937f-b34e12946d4c.html