This article examines the strengthening policy impetus in Aotearoa New Zealand towards bringing children, families and teachers into conformity with a view of children as commodities and the role of early childhood care and education as preparation for school, the workforce and market-oriented social futures. Through critically examining government website activity and key policy documents, we argue that the new norms and accountabilities introduced in recent policies, foster an instrumentalist approach to children and families, impacting on early childhood care and education in narrowing and damaging ways. We call for local and international re-examining of the place, purpose and principles of early childhood care and education.