Marketing to Kids Is a Good Thing

As a parent and cultural studies Ph.D., I actually enjoy the challenge of determining which marketing messages are appropriate for my child. My four-year-old was, thank god, born into an age of DVR, and when I fast-forward through the ads, he knows that I'm getting rid of the "trash." We have talked about how people try to convince us to buy stuff we don't need and that we really don't want. At the same time, as an historian I enjoy watching some of the ads myself (when he's not around) because it's fun to see which marketing ploys from the say, 1890s, 1930s, 1950s, and 1980s apparently still work on children, even in this media- and screen-rich age. So. . . Which marketing messages are appropriate for my four-year-old? Ones about social justice causes, e.g. PSAs. I haven't yet exposed him to the profoundly sad, personal ones like domestic violence or starvation, but environmental messages and ads supporting civil and human rights for GLBT people (e.g. through gay marriage) are perfectly fine by me, as are ones about the benefits of living in a multicultural society. It's the ads for plastic crap that will break within a couple of days that get my dander up.

OK, so I'm a parent and I turn off the TV. No problem, there. But what about all the ads my children encounter in school...on the sides of school buses, on "free" book covers, on corporate sponsored school supplies, etc.?! What about the ads on city buses and ads on ALL THEIR FRIENDS' CLOTHES for every Disney or Nick or PBS character under the sun?! What about all the ads for toys on food in the grocery store?! Yes, parents can say "no" and limit TV exposure, but when will corporate American give us a break...the rest of the industrialized world is already protecting kids from ads in ways the US hasn't even begun to consider. Wake up, people, and start protecting our kids.

Kudos Richard. Parents irate at your stance and the toy industry's stance on this topic are too lazy to say "No" to their children, or worse, not invested in their kids enough to help them process the thousands of messages they receive a day, from peer pressure, to insults, and yes, (gasp!) TV ads. Parents: If your child's first words are "Barbie," you're letting her watch too much TV! Don't blame the toy industry for your unwillingness to parent. Yes, the word "parent" is also a verb.

I'm not exactly sure that marketing to kids is a great thing, or that it's a good character builder to get your spirits crushed. Though, I will agree with the toy industry response that "

I was surprised by the number of posts here. Some good suggestions: turn off the TV, just say "No," etc. I didn't see any mention of brain maturation in young children. At a young age, kids are sponges; soaking up any and all new information, including ads. Those inhibiting frontal lobes are still very immature. They haven't learned the concept of delayed gratification. Yes, it's the parents responsibility to teach that, but parents only have so much influence. And kids don't live in a bubble. They see toy advertisements everywhere. Do parents put blinders on their kids when they go to the mall? Mr. Gottlieb's reasoning is unconscionable. But he, like other CEO's, is driven by greed. He, like them, has perfected the art of rationalization.

Well, a lot of heat and very little light here. As an independent toy retailer I can tell you that our toy store has never needed or wanted manufacturers to advertise to kids, particularly the sort of advertising that runs on television. Our store has built an outstanding reputation over thirty-two years by carrying toys that you won’t find in t.v. spots and by allowing parents and children to try our toys out in the store. Let us reexamine the logic laid out in this blog posting “The truth is that we as an industry market to children because we have always marketed to children.” Never in the history of logic and reason has there been a more disreputable argument for continuing in a behavior. Simply “because we have always” done something the same way for so long seems to be exactly the reason to scrutinize it and see if it can be done better. A broad reading of Mr. Gottlieb’s other blog posting will reveal that he is favor of doing things in new ways on other occasions, for example, integrating classic toys with technology. Why then does he plant his feet in the mud so firmly on this issue. Maybe the health and well being of children and families runs second to industry. Especially when industry butters your bread.

I don't care how much or how often etc... the commercials occur; I'm the parent. Turn off the T.V. and have them read....or heaven forbid...read to them. I don't buy into, "But you don't get how hard it is when all the other kids have....". This is a good time to look at that famous phrase “Pursuit of happiness"....not guaranteed happiness. We came right out and told our kids it would be a slim Christmas. Every one is still alive and happy here.

I don't care how much or how often etc... the commercials occur; I'm the parent. Turn off the T.V. and have them read....or heaven forbid...read to them. I don't buy into, "But you don't get how hard it is when all the other kids have....". This is a good time to look at that famous phrase “Pursuit of happiness"....not guaranteed happiness. We came right out and told our kids it would be a slim Christmas. Every one is still alive and happy here.

Wow, the defense that marketing a bunch of disappointing crap directly to kids is a valuable lesson for kids is pretty harsh. But I guess it works, I used to get one toy for christmas (from my parents) and only one. I learned the hard way only to ask for things I had already played with and knew they worked. But I had a few years of amazing crap before I figured out the scam. Looking back, I got the most enjoyment out of my skateboard and a bag of plastic army men.

Your response Mr. G is pretty rude. Of course you would say that because you are making money off the consumers, otherwise you would be without a job. For a toy that cost nothing to make in China, but gets priced up over here just because of the label should be boycotted. Your tune would change if parents just boycotted companies and you saw your paycheck getting smaller and smaller. But hey, nothing wrong with 'peer' pressure, it's their fault for going with the flow, right? Bottom line, companies won't stop bank rolling out ads, just as they will never stop rolling out cigarettes that are known cancer causing killers, but if you are an idiot to purchase such things, then you are just a plain idiot. Kids need to be taught about third world countries, where kids can't eat, or even homeless kids here in US of A, who can't eat. Grow up without your damn i-pods, get a real life, by helping those who are less fortunate.

omg! listen to you people...y'know what? you people are so thick with negative jabbering and useless ideas and coming off as know-it-alls that it's any wonder people are the way they are. For the ones that say get rid of the television set...bingo! Here's an idea, let's teach the kids the right way and NOT get them entrenched in this stupid notion of consumerism and materialism and teach them where happiness comes from and that is from them. it comes from inside not out from all the material crap and these know-it-all executive and consumer experts can shove their knowledge...but, hey you just go on if this is not ur solution and wrap urselves up in the sheer stupidity and ignorance of your own actions. god, what will it take for people to have the light bulb go on and realize this is not the way to go through life? instead of being so damn complacent in your thinking and what YOU were taught growing up...do SOMETHING!!! grow up, evolve, I don't care but something. Wow! Same goes for Gottlieb! Your cold hearted negative attitude and disregard for other emotions is abysmal. The sooner this whole damn notion of free market and capitalism comes crashing down the better off this world will be. Put THAT in your stockings! And you wanna know why life is not fair and difficult and hard? BECAUSE THAT IS HOW YOU ALL MAKE IT! Look at yourselves and how u perpetuate this cycle...someone once said hell is nothing but repetition of the same thing over and over again....well...welcome to hell.

We have 4 children, infant to age 6, and they only watch PBS--educational shows, no ads. Their screen time is limited to 30 minutes a day, many days there's none. I don't watch any TV--How can you have time with 4 young kids? My husband and I are too busy working, doing chores to keep the house going and playing with our kids. I don't have any idea what any of these toys are, and my kids don't ask for anything by name. For Christmas, one wanted a remote control boat, the other a dump truck--no brand names. I asked my 6 year old what Webkinz are, and she said that some kids at school have them, but that she didn't really understand what they were. I don't know what they are either. Stop marketing to kids? You are letting your kids be marketed to! Go to the park! Go hiking, go camping, go skating, go bowling! There are so many other things to do!

Santa screwed up, he brought me those bad TV toys!

As president and owner of Toy House, a 60-year old family-owned toy store, I hear some of the same complaints about TV ads from customers. We tell customers to turn off the TV at Christmas time. Anyone can make a toy look good for 30 seconds, but the vast majority of the TV-advertised toys are nothing more than amusements with no play value. It was so ingrained into our family growing up that my cousin lamented one time that "

Not sure where the end of my last post went, but it basically continued with..teach our children "No" is a bad word. I was told no when my dad was unemployed for 2 years in the 70's, and was given the explanantion I could handle. It is too bad that more of the adults who are now suffering the pangs of the economic times because they lived beyond their means never learned the most important and powerful word...No. It's not easy at the start, but it gets easier every time!

I find this particular post oversimplistic. As a parent, I say no. Regularly. That does NOT mean that my children don't ask. To the person who says throw away the TV...really? How many children did you have that were raised watching television when you threw away yours? It seems that so many people are offering overly simplistic viewpoints of a VERY complicated issue. Here is my take: First off, the problem is not THAT the toy companies market to kids (they did that when we were kids), it's WHAT and HOW MUCH. Perhaps, toy companies should consider parent review panels in much the same way networks use test audiences.

I have a hard time feeling compassion for parents who are trying to get the toy companies to change. Maybe the toy companies will get the message when no one is catering to their unethical marketing practices by boycotting their products. Parents can take control of their households. Get rid of the T.V., don't take your kids shopping, go to the library, say no, be a parent. Who said parenting was smooth, easy, and fair? I can't think of a tougher thing than to be a good parent. Don't blame the toy companies for turning your kids into manipulative materialistic monsters. You are in charge, ultimately, of your kids, not them.

Just avoid the whole fiasco of raising you children to be mere 'consumers'. Do as I have, and GET RID OF THE TV! Actually, I grew up without a television in my diet, heard the word 'NO' all the time and learned that what is advertised is usually poor quality in the first place - that's why it's advertised! Television is like crack. When America learns to kick that habit, maybe we can become a nation that has a thriving economy that creates wealth and based on BUILDING things, instead of just selling and buying. Sorry Rich, but really, our current economic malaise IS based on the fact that we let Madison Avenue tell us our economic future could be found in sales and service. How's THAT lie working out for America right now? Deb.

Right on Richard. Children being told no is not a bad thing. It's something they need to learn lest they end up in the same finacial crunch as their parents. Mom and Dad you are not hurting your child by teaching them they can't have everything they see on TV. Did you when you were young. Do you buy everything you want that you see on TV now. Jeeez folks wise up and parent.

Laura, you must have seen this link when I did! I am a 43 year old only child, and have a 6 year old only child, and I think it's interesting that you, a parent of 9, feel that same as I (and my parents) do, as the stereotype dictates I should be showering gifts on my daughter with reckless abandon! It is irresponsible to teach our children that "

Guess there's no hope these upset parents will just turn off the TV channels where the ads are found? Oh...that would require telling the children "No". We teach our children that "No means No" when pressured by a friend or adult into doing something against our will, but you'll knuckle under to Jimmy's mom and dad who said "Yes" down the block? That makes sense. This explains the "I'm entitled to that" generational attitude so rampant here. And you've got to be kidding...not marketing to kids? Every product intended for kids in a store has been at kid eye level for decades! Let parents employ that slogan regarding our children and drug pushers that we've been teaching forever..."Just say No!"

I just found your blog from comments you made in an interview. So, I came to see a few of your post. Kuddos!!! I'm a mom of 9 children, and sad that so many parents are mad at toy companies and the maketing they do. I too feel the parents should help their children understand you can't have EVERYTHING you want...that's called life and reality. Well reality for most, the other half has over spent and lived off credit to give to their children and keep up with the Jones'(I do understand that some have lost jobs, that can't be helped). Now they are paying the price and don't know how talk to their children and let them know that we all have limitations.We had a few years while my husband was going through cancer and chemo that birthdays and Christmas was slim. We had to let our childern know why, they may have been disappointed but they made the best of it. Funny thing is now 4 yrs. later our children talk about those times being some of the best! America is raising selfish, selfcentered children from being over indulged by not being told no, and living in reality. These are the children who will one day be leading our nation...is that really the kind of people we want to be our leaders? It's OK to say NO! Keep up the great work, and the maketing:) Laura M.

I just found your blog from comments you made in an interview. So, I came to see a few of your post. Kuddos!!! I'm a mom of 9 children, and sad that so many parents are mad at toy companies and the maketing they do. I too feel the parents should help their children understand you can't have EVERYTHING you want...that's called life and reality. Well reality for most, the other half has over spent and lived off credit to give to their children and keep up with the Jones'(I do understand that some have lost jobs, that can't be helped). Now they are paying the price and don't know how talk to their children and let them know that we all have limitations.We had a few years while my husband was going through cancer and chemo that birthdays and Christmas was slim. We had to let our childern know why, they may have been disappointed but they made the best of it. Funny thing is now 4 yrs. later our children talk about those times being some of the best! America is raising selfish, selfcentered children from being over indulged by not being told no, and living in reality. These are the children who will one day be leading our nation...is that really the kind of people we want to be our leaders? It's OK to say NO! Keep up the great work, and the maketing:) Laura M.

First off: What?!?! You may be the only person on the planet who things market toys directly to kids is somehow a learning experience for those kids, and therefore should be applauded. Would you have your kids put their finger in a wall socket to teach them it's bad to put your finger in a wall socket? And just because advertising to kids is someing you've "always" done (which isn't true — expect for ads in the back of comic books, advertising directly to kids didn't start in earnest until the '50s when TV became ubiquitous) doesn't make it right. Times change. Look at Europe, they increasingly restrict toy advertising directly to kids, and the toy biz there seems to be doing just fine without it.