The expression of " Zakko-like " people use in everyday life to describe things, could be based on existing common impressions. This study is based on the hypothesis, that things which become familiar in childhood, have an influence on the formation of the image and the value of " Zakko-like". Considering the divisions between parents and children, this work deal with the differences between the " Zakko-like " images of this two generations as well as the examination of the toy environment in childhood.