Our children, marketing, and consumerism

[velochic]

I cannot wrap my head around this issue. I took dd to the movies yesterday. We were planning on seeing this Kit Kittredge movie we'd seen trailers for.

When we got to the theater, there were about 25 girls, all carrying these DOLLS around. I admit that we are not in touch with pop culture and I LIKE it that way. We do watch TV, but dd's favorite shows are I Love Lucy and Beverly Hillbillies.

Standing in (the very long) line, I found out that the dolls the girls were holding were American Girl dolls (first I knew of them), the Kit Kittredge is an American Girl, and that the dolls, from which there is an entire marketing enterprise, are extremely expensive - they are a status symbol for little 7 year olds. Upon further inspection, all of these little girls were dressed the same (quite provocatively for such young girls), having the same hair bands, same professionally highlighted hair, with painted nails and some even had on makeup.

I wanted to see it because the movie was about the Great Depression. Getting by on very little. Making it on a shoe string and helping each other. I just don't get it. The commercialism, consumption, and blind acceptance of marketing that is around us makes me want to :Puke sometimes.

We went to another movie. Luckily, dd didn't notice anything about the dolls.

[happyhats]

I read a book recently about this phenomona, but I can't remember the title off hand. I think it was called Kids and Consumerism. I'll try to look it up for you since I am going to the library today...if I remember...bless my pregnant brain, lol.

I wonder if the attitude is more prevalent today or if we see it more because we are adults/parents. They say the eighties, when I grew up, was the decade of excess. As a child, I didnt' see all the commercialization in movies like Mac and Me, etc. I know we had toys and action figures related to the shows on tv, but that's about it. I think it has more to do with how you are raised than how the market wants us to raise our children, kwim? My parents were never big consumers, or big on any name brands, etc. so we weren't either. I admit, as an adult I was drawn in by a little name brand prestige, but only for a short while and then realized it was stupid. So I think that since you're not pushing your dd to get an american doll or whatnot, she won't think she needs any status symbols and will realize the value of getting by on little and making as little a footprint as possible, etc.

[Hoopin' Mama]

DH's neice used to get one every year from her grandpa back in the 90's. They are pretty expensive, I have no idea if they are quality. I thought the concept was kind of neat since they are all from different time periods and come with their stories. I assumed they were for play and also for keepsake.

I beleive I read in the review that the American Doll series prompted the movie (or was she a real person they made a doll after?). Sorry you were disappointed. Hopefully you can rent it soon and enjoy it in your home without the distraction.


Yup, if kids like it they are going to make it out of plastic and market the hell out of it This case may be different though that it may have been a doll before it was a movie. But I see your point overall.

[Hoopin' Mama]

Originally Posted by happyhats

I wonder if the attitude is more prevalent today or if we see it more because we are adults/parents. They say the eighties, when I grew up, was the decade of excess. As a child, I didnt' see all the commercialization in movies like Mac and Me, etc. I know we had toys and action figures related to the shows on tv, but that's about it.

I think when I started noticing marketing crazes and fads it was when I was a bit too old for the stuff. Things like Strawberry Shortcake, Cabbage Patch Dolls, My Pretty Pony, etc. I don't know it didn't exist as much when I was younger or I was cut off from it. I don't recall noticing things that everyone "had to have" until I moved from a rural lower middle class area to a somewhat affluent suburb.

ETA Imagine being a parent during the Beanie Baby phase. Egads.

[staceychev]

Susan Linn has done a lot of work in this area. I read her book Consuming Kids several years ago, and it was great (and not a little sad!). Here's her website:

http://www.consumingkids.com/

[velochic]

Thanks for the links and the book suggestions.

I think what weirded me out was that all the little girls *looked* the same, and they looked exactly like their dolls. And this was a movie about THE GREAT DEPRESSION. It's like the concept was totally lost on these people.

Now that I've done some research, I appreciate the underlying goal... a window to history and a context to understand it. But the true goal is to sell, sell, sell, sell, and sell some more. It's sickening because there might be little girls out there who really are history buffs, but they cannot get past the marketing to find the substance of the message. Laura Ingalls Wilder didn't need a marketing agent to sell her authentic idea.

I feel like the public themselves actually perpetuate these phenomena more even than the marketing companies do. This is something that could have real value, if it weren't for the goal of making money and selling a brand.

It's sad, I think.

[honeybee]

I think maybe in this case the girls all being dressed alike with the hairdos, etc. doesn't really have that much to do with the dolls. From what I've seen, the American Girl dolls are dressed for their time period, and look like little girls. So, I would say the nail-polish, highlights, etc. were just part of that particular group of girls' lifestyle (which I'm sure is influenced heavily by media and marketing!), rather than a result of the influence of those particular dolls. And, I would say since the AG dolls come from different time periods and ethnicities, they encourage diversity a lot more than Barbies or a lot of the other dolls/toys on the market. I would much rather have AG dolls in my house than Bratz !

I think I would have loved the AG dolls and books when I was a kid... not that we would have been able to afford them! (I was a big doll collector.) It can get ridiculous if you try to buy several dolls, and all the outfits, etc. But that is a problem with our consumerist culture in general. I've heard of girls who go the AG doll store in Chicago (yes, a huge store devoted entirely to this brand of dolls) once a year to get a new doll and outfits. I've known others for which this is a once-in-a-lifetime, very special trip to get their ONE doll, for which they can make their own outfits or buy them elsewhere.

And, yes, AG dolls are BIG BUSINESS, so I understand steering away from them because of the mass marketing aspect. I have no idea where or how they're made... most likely in China, like everything else. And, it is so hard to protect our kids from the media onslaught. So I understand where you're coming from.

[flower01]

I only heard about AG dolls about a year ago, but apparently they've been around a lot longer than that (long before the movie). I stumbled across some AG books at the library when I was loking with my SIL (who is 7). I really liked the books and they didn't seem aggressively commercial at all. Lots of history facts, things that would really interest girls about history and make it relevant to them. I wish there had been something like that for me when I was younger - I didn't appreciate history as a youngster. I would love to introduce my daughter to the books when she's old enough and then maybe if she asks at some point we can get her a doll. Compared to all the other dolls out there, I think the AG dolls would be lovely to have in our home. I do think that as parents we really have to teach our kids about materialism and consumerism (if it's important to us). It's obviously not an issue for a lot of parents - they've been duped, I believe.

[trinity6232000]

There have been other American Girl movies. I think this is the first one to go to the theaters though. Usually they are on television and then go to DVD. My dd and I watched one that aired and it was really a sweet movie.

I don't avoid all consumerism. I have had a lot of discussions with dd about consumerism though. My dd is 7, and the reason a lot of the things she likes are popular is because they are aimed at her age group. She was late to the whole Hannah Montana craze, but I limit it, I don't forbid it. I let dd download 3-4 of her favorite songs for the iPod that we listen to in the car. I explained that I'm not going to buy clothing just because Hannah's picture is on the shirt. I showed her a t-shirt that was plain, and one with Hannah on it, and the price difference. I explained that they think we're silly enough to pay more for a shirt because of who is on front, and I don't want to be a part of that. Dd understood that.

I see the pull of the American Girl doll to a girl. You can get one of the character dolls that looks similar to you, or you can get one of the "Just Like You" dolls. Then there is the matching clothing. As a Mom it seems very over the top, but if I remember being a child it would have been so exciting to get a doll that looked like me and a matching outfit to match hers.

I actually did buy my dd a My Twinn doll for Christmas this past year. I bought the doll, and the matching shirt for dd. My SIL painted a pair of jeans to match the dolls jeans. It was (and still is) exciting for dd to play with and dress up with her doll. I don't know, it makes her happy.

I know it's a ploy, but dolls that come from books and have some historic value, can promote more than just consumerism. It's also promoting reading and learning about a different time.

Would we look at it the same if a child bought a bunch of Harry Potter collectables or wanted to dress up like their favorite Potter character?

[Evan&Anna's_Mom]

While I take your point, I must say that I love American Girl dolls and I am thrilled that my DD is finally old enough to get one for Christmas this year. Now, I like them a lot more before Mattel bought them -- they were a family owned business with limited commericial exploitation (well, after the fact that they were $75 dolls), specifically coming with books to encourage reading and individual historical stories about girls being brave and doing the right thing. Great stuff. Once Mattel bought them they added the occassiona made-for-TV movie and now the theater movie, plus introed more dolls and a "doll of the year", clearly designed to sell more dolls. But at least in this case the dolls and stories came first, not movie beggeting the toy.

[velochic]

Sorry, it just sounds like another means to allow those that can afford it to be included and those that cannot to be excluded.

We can certainly afford it. It's the principle of the matter. Like I said, I can't put my finger on it, but I just hate blind conformity! These girls and women all looked like clones from a marketing campaign.

I work in a library. I know there are other ways to encourage kids to read other than obtrusive marketing.

[queenjane]

I'm not really sure why you would decide at the last minute not to take your child into a movie because of what some of the other kids were wearing..? That seems a little odd to me.

Apparently the new AG movie is produced by Julia Roberts, herself the mom of a daughter. She liked how it provides a positive strong role model to young girls. The movie has gotten excellent reviews.

As someone else mentioned, if you showed up to the newest Harry Potter movie, and saw everyone carrying wands and dressed like Hogwarts students, would you bemoan the commercialistic exploitation of children?

Everyone complains about how expensive AG dolls are (i've never seen one IRL, and am not even sure how expensive they are)...but Barbies and bratz dolls are super cheap, and everyone complains about them too.

Are AG dolls any more expensive than the average Waldorf-inspired doll? I've seen some that were easily a hundred dollars or more.

When i was growing up, i collected Little People Dolls (which then inspired Cabbage Patch Dolls, but these dolls are larger than CP dolls and all cloth)...they were pretty expensive. I still have them. I loved them at the time.

we live in a capitalist society, and therefore, as soon as something becomes popular a money making machine grows up around it. I remember my brother having every.single.star.wars.figure ever made (still has them) star wars sheets, pajamas, posters, stickers, lunchbox, etc etc. You could say the same for anything...strawberry shortcake, my little pony, harry potter, transformers....whatever.

I might have thought the group of girls was a little strange if they were wearing makeup, nails done, highlights...but i wouldnt have connected it to the movie in any way, and we still would have gone. And how they were dressed doesnt seem to be related to the dolls, as they are historical figures and are not dressed that way.


Katherine

[velochic]

Originally Posted by queenjane

I'm not really sure why you would decide at the last minute not to take your child into a movie because of what some of the other kids were wearing..? That seems a little odd to me.

Goodness, it goes so much beyond what they were wearing. Every. single. child had one of the dolls. It was like the Rocky Horror Picture Show for 7 year olds.

Yes, it bothered me. And no, I can't put my finger on it. It seemed like all of these little girls and their mothers were so.... taken in... by the commercialism. Zombiesque, even.

Yes, I would probably be equally weirded out by the Harry Potter scene. I don't care for any mega commercialism.

[queenjane]

Originally Posted by velochic

Sorry, it just sounds like another means to allow those that can afford it to be included and those that cannot to be excluded.
.

But that can apply to anything in life. it sucks if you dont have money to buy everything your child may want.

The AG dolls are 90 bucks. (i get that there are accessories and stuff that costs more) That includes a book. To me, thats not THAT much money for a doll. My Little People dolls were more than that, back in the '80s. Collector dolls cost money, period. I collected dolls growing up, and my mom spent alot of money on each of them, luckily she could afford to do so. If not, then i would have probably only received a favorite doll on a special occasion.

If one's child is excluded by their friends because they can't afford an entire collection of pricey dolls, then maybe she needs new friends, but i hardly think its the company's fault.

Katherine

[AngelBee]

Originally Posted by staceychev

Susan Linn has done a lot of work in this area. I read her book Consuming Kids several years ago, and it was great (and not a little sad!). Here's her website:

http://www.consumingkids.com/

:

[velochic]

Originally Posted by queenjane

but i hardly think its the company's fault.

Katherine

Brand recognition. For any company, their marketing strategy is all about brand recognition.

I could whip out the wallet and go buy dd 10 of these dolls right now and it would not be a dent in our budget. I *don't* want her growing up feeling the entitlement.

I don't want her seeing these cloned females and feeling she needs to belong because the marketing gurus have fed it to her that way.

[queenjane]

Originally Posted by velochic

Goodness, it goes so much beyond what they were wearing. Every. single. child had one of the dolls. It was like the Rocky Horror Picture Show for 7 year olds.

Yes, it bothered me. And no, I can't put my finger on it. It seemed like all of these little girls and their mothers were so.... taken in... by the commercialism. Zombiesque, even.

Yes, I would probably be equally weirded out by the Harry Potter scene. I don't care for any mega commercialism.

To me, its just so sad that you are turning their passion for American Girl into something bad or creepy.

I wasnt there so maybe it WAS creepy.

But i am instead picturing a group of girls (maybe they all belong to an AG playgroup or something), soooo excited about the new AG movie, dressing up and taking their "girls" (dolls) to the movie. I think thats *sweet* not scary.

Honestly, its like people complain about girls growing up to fast, trying to act grown, and then when little girls are playing with DOLLS thats seen as an issue too. I dont get it. It was a special event, they were taking their dolls to the movie *about* their dolls.

Yeah, from an outsider's perspective, anytime there is a group of "obsessed fans" its weird. A bunch of Klingons showing up to the new Star Trek movie coming out, or Storm Troopers showing up to the new Star Wars movie coming out....might be kind of freaky. I rather look upon it as just dedicated fans.

And as an aside, someone can be a collector of something, they can be really into and buy all the stuff, they can feel passionate about it without being "taken in by the commercialism"...that almost implies a lack of free will, or a blind ignorance about what they are doing. I think there's a double standard, sometimes, here, on what is ok to spend money on. Moms might spend hundreds and hundreds of dollars on things like multiple expensive baby carriers, super expensive cloth diapers, lots of wooden toys and playsilks and waldorf dolls and felted playfood...even wanting the 'lastest' this that and the other thing (just as long as its "organic" or made out of wood or handcrafted by some sahm)...but having an entire collection of some toy is commercialistic and shallow.


Katherine

[queenjane]

Originally Posted by velochic

I don't want her seeing these cloned females and feeling she needs to belong because the marketing gurus have fed it to her that way.

Wow. thats quite a judgement of people you dont even know that you saw for a few minutes in a theater.

I personally feel my child is not some empty vessel into whom marketers are pouring desire for their products.


Katherine

[nextcommercial]

Maybe it's really your area. I went to that movie with my mom, she lived through the depression and wanted to see it.

I saw maybe two girls with the dolls. None of the kids had sexy clothes or highlighted hair. The clothes and hair have nothing to do with the dolls and books.

We just have regular normal little kids in this area. We also have a "girly girl" store right in the same mall as the theater. So, I expect to see a group of girls with the colorful fake hair and sparkly-ness once in a while. Especially if it's a birthday party at the "girly girl" store and a movie after.

[nextcommercial]

Oh... And by the way... LOL

Tonight, my 15 year old is going to the book party for the new book in the Twilight series, and they are dressing like characters.

Yep... I think it's a little silly. But, it's good fun, and I don't mind.