A combination of policy changes and wider socio-economic trends led to a dramatic increase in child poverty in New Zealand during the late 1980s and early 1990s. Higher rates of child poverty have now become embedded in the system and show little sign of resolving themselves. For a country which once took pride in being comparatively egalitarian and, more particularly, a great place to bring up children, the tolerance of much greater child poverty is surprising. It is also concerning. Child poverty imposes many costs. This is especially the case, according to the available evidence, when poverty occurs during early childhood and when it is severe and/or persistent. These costs afflict not only the children directly exposed to poverty (e.g. in the form of lower educational achievement, reduced lifetime earnings and poorer health outcomes), but also the whole society. This article briefly explores the available evidence concerning the nature, magnitude, causes and consequences of child poverty in New Zealand and considers why substantial rates of child poverty have been tolerated for an extended period. Drawing on the lessons of anti-poverty approaches in other OECD countries, it then outlines a strategy for securing substantial and durable reductions in child poverty rates in New Zealand. Finally, it considers the prospects of such a strategy being implemented and suggests ways of enhancing the focus of the political system on child-related social issues.