Marketing without Borders
Please click on the following link to be redirected to the original fact sheet from Commercial Free Childhood:
http://www.commercialfreechildhood.org/factsheets/withoutborders.pdf
Co-Branding: Toy companies join food and media companies to create advertoys such as McDonald’s Play Doh,25
25 Hasboro.com (2008). PLAY-DOH – Mini tools McDonal’s French Fries. Retrieved August 12, 2008, from http://www.hasbro.com/default.cfm?page=browse&product_id=15785
If you were to visit your local Toys'r'us outlet today you would find McDonald playset kitchens, fast food windows and play food kits. Whilst all of these toys provide for dramatic play experiences which is positive for children's cognitive and social/emotional development were are exposing our children to another form of marketing, a companies ploy of creating brand recognition, familiarity and loyalty.
Toys that are beneficial for children in terms of dramatic play include equipment and resources that are open-ended and allow children to use their imagination. As children form an understanding of their world it is important they are given opportunities to freely explore it in a support environment. Keep in mind that children learn through play - what is your child learning right now? While it is unlikely that you will avoid your child seeing inappropriate products and product advertising it is beneficial to minimise their exposure and to educate children in an open and honest way. Remember until the age of about 8 children do not understand advertising's persuasive intent (Kunkel (2001) Children and television advertising)
Kids Unlimited Australia welcomes your feedback, questions and topic suggestions.
Thank you for ensuring tomorrow's children's dreams are unlimited.
Kids Unlimited Australia.
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This is really interesting. As someone who has worked in marketing and branding I have quite a lot of issues with how children are marketed to.
ReplyDeleteI desperately wanted the McDonald's Play Doh toys that were around in the early 1990s - I know my mother was very opposed to the impact that the 'advertoys' could have on a child's perception and value of certain products.
Interesting stuff.
Marketing is a parents nightmare. Children are bombarded with information along with peer pressure i feel its much too young for children to decide everything we are putting to them. Marketing departments could (should and may well be in the future) be sued over the stress they are causing young children.
ReplyDeleteAlthough toys with links to un-healthy eating options are more easily available it is also our choice what we choose to feed our loved ones. If we always go the un-healthy options then what reason would a child do otherwise.
ReplyDeleteWe canot prevent exposure to this type of marketing but as i have seen first hand, educating a child in what maketing is used for can be a valuable thing.
Given that so much of childrens play is from real life experiences if we try to give a healthier experience it may help the cause.
As i said we cant prevent the exposure but maybe we can start closer to home.