Digital media, particularly YouTube, offers a multi-layered cultural space where children participate as both consumers and content creators. The phenomenon of "Çocuk Etkileyici" marketing has emerged as a new paradigm, wherein children are elevated to the status of brands through their authentic and natural presentation. However, this transition is accompanied by a series of ethical concerns that demand careful scrutiny. The absence of transparency, the pervasiveness of embedded advertising, and the inadequacy of regulatory frameworks give rise to significant ethical dilemmas concerning the rights of children. The systematic reproduction of social gender norms in children's content is a phenomenon that has been widely documented. Algorithms have been shown to play a significant role in the reinforcement of these norms, thereby influencing the visibility of content. The thematic differences between girls and boys demonstrate the intertwining of consumer culture and gender roles. Mechanisms such as advertising and sponsorship, YouTube algorithms, and multi-channel networks (MCNs) play a critical role in the reproduction of these norms. Media companies such as PocketWatch are strategic actors that commercialise content production and shape digital identity performances. The present study aims to reveal how children's gender identities are shaped on digital platforms through child-influential marketing, algorithms, and multi-channel networks, based on a conceptual framework grounded in the literature.