The study focused on the problem of manipulative influence of advertising on children. The research was aimed of study is to identify and describe the characteristic features of visual perception of fairy-tale characters images on packages of dairy products by preschool children.Participants: 30 children aged 5-6 years and 30 parents. The following parameters were recorded: the number and duration of saccades and fixations, viewing time, “areas of interest” (method of measuring eye movements using a tracking system using the Eye Tribe ET-1000 system); “Sally-Anne test”; structured interview for children and questionary for parents (survey method).The study used packaging of dairy products with a picture of a fairy-tale character. The data was processed in IBM SPSS Statistic 22: regression analysis, Student's t-test, and Pearson’s test.In the course of the study, the child's areas of interest were analyzed and the influence of the image of the fairy-tale character on the package on the preferences of children was proved. In addition, a positive relationship has been found with the long saccade and the formation of a mental model. Also, there is no connection between the preferences of children and parents.