I realize the manufacturers are trying to make the vitamins appealing, but how much benefit is my daughter getting?
I believe this is the core of the conversation.
1) I'm not a fan of artificially medicating. Unless your kids Dr has said "you should give li'l Marceline a vitamin" then it stands to reason that you're not really helping, and you could be hurting (overdoing it).
2) I'm not a fan of artificial foods. High Fructose Corn Syrup, or Corn Sugar as it's now called, and food colorings can be detrimental . . . especially since it's a daily dose to a human body system that is still trying to figure out how the hell it's supposed to work.
3) About the quote... and I'm telling myself that I'm not going to rant on it. I do not believe than juvenile multivitamins are anything more than a money maker for the Health Industrial Complex. There may be some slight benefits to actually taking them, as pointed out by studies performed by organizations with unknown or questionable relationships.
Bottom line: If you take the entire story into account (hfcs, food coloring, potential for od, actual help, etc) I doubt very seriously that the result is a tangible net positive.