Let's be honest, it's a little unnerving - young girls, their faces painted like grown women, vying to be the prettiest in the room.
Six-year-old beauty queen JonBenet Ramsey belonged to that world. And after her bizarre death in the mid-nineties, child pageants lost a lot of their shine.
But now they're back - big time. In fact, the industry is worth five billion dollars a year. It's all as glitzy and over the top as ever and beneath those tiaras there's temper tantrums and pouting aplenty.
Watch the video.