Movie and television licensing has all but taken over the toy aisle, popular characters and series dominating sales and leaving little to no room for non-character toys. So what does this mean for our families when we shop for toys?
This spells trouble for those of us looking for imaginative, open-ended toys that wait for the child to create the story line and character. Gender balance and diversity will leave much to be desired, as heroes are almost always white males and licensed characters come with easily identifiable gender roles. The negative, myopic influences from Hollywood are now packaged up for our kids. And the flip side is, we get less interesting, diverse media because a consideration for green lighting a series is “Can it sell toys ?”
Play time should be an exchange of ideas from child to child, not Hollywood to child. Toys are losing their imagination, instead turning kids into trained consumers.
Families will have to work even harder at not allowing media to become all-consuming lifestyle brands as kids will want every product that follows the theater release from toys to backpacks, t-shirts to toothbrushes (that always come at a higher cost, to boot). We’re going to find ourselves saying a lot of “No’s” as we walk through the toy aisles and bug-eye at the cost of the base command ship needed to complete the play experience of the dozen plastic action figures for which you spent fifteen bucks each. How many kids are going to settle for a cardboard box as you say, “Here, make a spaceship out of this”?
And finally, independent toy makers will have an even more difficult time getting into stores because retailers will want to give shelf real estate to lucrative licensed products that are sure to sell. The toy industry is moving farther away from creating amazing play time as its focus is profit driven for corporate shareholders.
In the land of creativity and pretend we have nearly lost the desire to take risks and introduce new, exciting ideas. And that is the exact opposite of what childhood is all about.
Read more about this toy trend from the New York Times’ Hitching a Toy to a Star: Superhero Movies Create Opportunity for Toymakers.
(Hat tip to our friends at Campaign for Commercial Free Childhood for the article link.)
Melissa Atkins Wardy is a speaker, media consultant, and the author of “Redefining Girly: How Parents Can Fight the Stereotyping and Sexualizing of Girlhood, from Birth to Tween”. She is the creator and owner of Pigtail Pals & Ballcap Buddies, a company that has been offering empowering apparel and gifts to Full of Awesome kids since 2009 www.pigtailpals.com.