A Terminator Costume for Little Kids?

Posted on May 21, 2009 at 8:00 am

Cinematical reports that Toys R Us is selling a Terminator costume for little kids who, of course, are too young to see the movie, which is rated PG-13 and is just a millimeter away from an R. I understand that costumes are supposed to be scary and that children benefit from the opportunity to access the power of the images they find disturbing. But like the fast food toys for movies that children are too young to see, I think it is inappropriate to use products directed at younger children to promote a movie that is made for an older audience. Those who would like to send feedback to Toys R Us about this item can do so here.

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Marketing to Kids Parenting

‘The Story of Stuff’

Posted on May 14, 2009 at 11:07 pm

The New York Times reports that a short animated film called “The Story of Stuff” has become “a sleeper hit in classrooms across the nation.” What I like about the story is the way the unabashed advocacy of the film has led to real teachable moments and substantive engagement from the kids.

Mark Lukach, who teaches global studies at Woodside Priory, a Catholic college-preparatory school in Portola Valley, Calif., acknowledged that the film is edgy, but said the 20-minute length gives students time to challenge it in class after viewing it….Mr. Lukach’s students made a response video and posted it on YouTube, asking Ms. Leonard to scare them less and give them ideas on how to make things better. That in turn inspired high school students in Mendocino, Calif., to post an answer to Woodside, with suggested activities.

More Marketing of PG-13 Movies to Little Kids

Posted on May 9, 2009 at 6:00 pm

My friend Liz Perle has a wonderful piece at Common Sense Media about the latest efforts to market PG-13 movies to young children.

The first Transformers movie, which was rated PG-13 but lent its brand to Happy Meal toys aimed at kids 4-9. Too bad the adult meal didn’t come with a person to explain why the movie was a non-starter for kids that age.

Age-inappropriate targeting — arguably begun in 1992 when McDonald’s got scolded for pushing toys to kids for “Batman Returns” (rated PG-13 for violence) — has become a time-honored practice. This summer, the new PG-13 “Terminator Salvation” (whose predecessors were all rated R) ties in with Pizza Hut. Subway is shilling “Land of the Lost,” and Burger King backs “Star Trek,” “Transformers: Revenge of the Fallen,” and “G.I. Joe.”

Children understandably expect that if there is a toy or game associated with a film, it is suitable for them to see. Parents need to be very clear that just because a movie is marketed to them is no reason to expect that they will be seeing it.

Why is SpongeBob in a Sexy Commercial?

Posted on April 7, 2009 at 10:31 pm

What were they thinking? The latest Burger King ad for a Kids Meal featuring a SpongeBob Squarepants toy is a booty-shaking adaptation of Sir Mix-a-Lot’s famous musical salute to ladies’ rear ends. This is what the Campaign for a Commercial-Free Childhood has to say:

Nickelodeon and Burger King have reached a new low. They’ve partnered to produce a new, highly sexualized, ad for a Burger King SpongeBob SquarePants Kids Meal. The commercial, which ran during the men’s NCAA basketball championship last night, features The King singing a remix of Sir Mix-A-Lot’s 1990’s hit song, “Baby Got Back” with the new lyrics, “I like square butts and I cannot lie.” The ad shows images of The King singing in front of women shaking their behinds for the camera intercut with images of SpongeBob dancing along. The King even measures the behind of one of the woman who has stuffed a phonebook under her dress. After the King informs children about the free SpongeBob toy they get with the purchase of a Burger King Kids Meal, the ad ends with Sir Mix-A-Lot, lounging on a couch with two female admirers, saying, “Booty is booty.”

It’s harmful enough when a beloved media icon advertises junk food to children, but it’s utterly reprehensible when SpongeBob simultaneously promotes the objectification of women through sexualized imagery.

If you find this ad campaign directed at children offensive, the easiest way to express your views is by sending an email to Nickelodeon and Burger King via CCFC’s website.

Dora’s Makeover, Part 2

Posted on March 19, 2009 at 12:00 pm

Thanks to everyone for the thoughtful comments on the new “Dora.” I promised to follow up, so here is the latest picture of what the older version of Dora will look like.
As I have said, I am keeping an open mind, but the emphasis on “cutting-edge fashion doll play” in the press release was very disappointing. The new doll will let girls “customize their doll and watch as she magically transforms right before their eyes. For example, by changing Dora’s hair length, jewelry, and eye color on screen, the Dora doll magically changes as well.” The purpose of the doll seems to be about her appearance instead of learning, accomplishing, or kindness. The release goes on, “The online world will include descriptions and biographies of Dora’s Explorer Girls™ and an immersive online world that will be tied into the complete collection of toys….Adding to the play value of the line will be a wide range of accessories (sold separately) as well as the Dora’s Seaside School playset that will work with Dora Links to expand traditional offline fashion doll play as well as to expand the online experience.” I understand that Mattel and Nickelodeon are in business, but I would feel better if I thought they had given as much consideration to what is best for girls as they did to selling as much stuff as possible.