Abstract: This article examines the economic and legal grounds of the two substitute phenomena – segments of the merchandise market (industry) of the childhood subculture. It is demonstrated that the printed publications realize the constitutional right to freedom of speech to the full extent, as well as take into account that the absence of censorship does not mean the use of the offensive language. In addition to that, and what is mostly important at the present time, the magazines are published in national languages, which serves as the proof of implementation by the Russian Federation of the policy of preservation of the languages and culture of native people. The main positions and conclusions of the conducted research can be used in the conditions of demand for regulation of the work of various segments of the industry of the childhood subculture (particularly the segments of mass media and media production) as the economic-legal phenomena in accordance with the Constitution of the Russian Federation and acting legislation base. This will allow turning the children’s products market more civilized and oriented towards not only the financial component, but also formation of a “healthy” information space for the children.