.jpg)
Years ago, children would learn about the latest doll, game or toy when a parent plopped down a catalogue for them to peruse for Christmas, or just before their birthday.
Sometimes, it took a trip to a local toy store or hobby shop to reveal a fascination for model airplanes, or paint-by numbers kits, but over the last 50 years, marketing to children has changed, and become immediate and seemingly all pervasive, because it provides an unparalleled source of revenue for entertainment generating corporations.
On Wednesday, May 15, 2009, the British Broadcasting Corporation’s Worldwide division, a traditional purveyor of quality cultural programming, both here and abroad, announced the appointment of Tom Keefer as Senior Vice President of Global Licensing for BBC Worldwide.
Keefer, a former Mattel executive will be spearheading BBC Worldwide’s growth in product licensing opportunities for their children’s as well as adult brands.
Neil Ross Russell, Managing Director BBC Worldwide Children's and Licensing said: "One of our core objectives when restructuring the business last year was examining untapped potential in territories outside the UK, especially the US where such a high proportion of the world’s licensing revenue is made.”
Entertainment corporations everywhere are constantly on the lookout to produce additional streams of revenue from ancillary markets, which for some corporations provide their only profit, and for others much more. It is part and parcel of doing business, but what does that say about our society when corporations specifically target children as consumers?
Profit making is a benchmark of capitalistic societies - it is the engine that drives economies, however, our current global recession is forcing consumers to closely scrutinize what they invest their money in, as well as why they invest it, and what is the return on that investment.
When it comes to children, parents are generally the ones that do the “buying,” but more often than not, it is because a child has demonstrated a preference for a particular product that they have encountered through some form of media promotion.
Toys, games, DVDs, books, clothing and even food products are marketed to children through television commercials and shows, product placements in movies, mentioned in music and in pop-up ads on the Internet and even offered at schools with the intent of creating brand loyalty to a generation of customers who are too young to make informed purchasing decisions.
For many parents this translates into the “gimme syndrome” or “nag factor,” which has started a grass roots rebellion among parents and caregivers, who are questioning not only if these products represent the family values they wish to impart to their children, but are these specially branded items worth the added cost to their budgets?
Is it appropriate to be marketing to children when they are vulnerable to sales manipulation, which in fact, may not always be in their best interests – educationally or emotionally?
Have the reach of commercials and entertainment product placements gone too far?
Later today, part two of this series and the Campaign for a Commercial Free Childhood, an organization that is making a positive difference in the lives of children and their families.
If you enjoyed this article, you may want to read:
How to use Common Sense Media: Making informed choices for your child's entertainment
Comments