Parents To Toymakers: Cut The Ads

Companies Defend Marketing To Children, Say Parents Can Tailor Gift-Giving To Economic Situation

(AP)  In a season that inspires earnest letters about toys, one notable batch is being sent not by kids to Santa's workshop, but by parents to the executive suites of real-world toy makers.

The message: Please, in these days of economic angst, cut back on marketing your products directly to our children.

The letter-writing initiative was launched by the Boston-based Campaign for a Commercial-Free Childhood, which says roughly 1,400 of its members and supporters have contacted 24 leading toy companies and retailers to express concern about ads aimed at kids.

"Unfortunately, I will not be able to purchase many of the toys that my sons have asked for; we simply don't have the money," wrote Todd Helmkamp of Hudson, Ind. "By bombarding them with advertisements ... you are placing parents like me in the unenviable position of having to tell our children that we can't afford the toys you promote."

The Toy Industry Association has responded with a firm defense of current marketing practices, asserting that children "are a vital part of the gift selection process."

"If children are not aware of what is new and available, how will they be able to tell their families what their preferences are?" an industry statement said. "While there is certainly greater economic disturbance going on now, families have always faced different levels of economic well-being and have managed to tailor their spending to their means."

In recent conference calls with investors, toy company executives said they expect to suffer some holiday-season impact from the economic crisis, yet suggested their industry would be more resilient than many other sectors. The toy industry is commonly viewed as recession-resistant, due largely to the parent-child dynamic.

"Parents have trouble saying no," said Allison Pugh, a University of Virginia sociology professor. She says parents often buy toys to avoid guilt and ensure their children feel in sync with school classmates.

"Even under circumstances of dire financial straits, that's the last thing parents give up," said Pugh. "They'll contain their own buying for themselves before they'll make their child feel different at school."

Amanda Almodovar says she encounters such families in her work as an elementary school social worker in Alamance County, N.C., where homelessness and unemployment are rising.

"I had one parent who said she'd prostitute herself to get what her child wants," Almodovar said. "It's heartbreaking. They feel inadequate as parents.

"I try to tell them, worry about your home, your heating bill - but they're the ones who have to look into children's faces, the children saying 'I want this, I want that.'"

Even in some households not in fiscal crisis, there's a sense that this holiday season is different.

John Schenkenfelder, a financial adviser and father of three in Louisville, Ky., wrote a blog entry this month urging families to scale down their gift-giving and spend more time playing together.

"This has been bugging me for years, even when times were great," Schenkenfelder said in a telephone interview. "Maybe people will get it this year - they're so unprepared for this debacle. They're shell-shocked."

In Columbus, Ohio, Erin Beth Dower Charron has been trying to brace her 4-year-old son and 8-year-old daughter for more subdued gift-getting this year as the family begins financial belt-tightening.

"My 8-year-old is still holding out hope that Santa will get her that one special gift, but understanding this year may be different," Dower Charron said. "My son doesn't understand. Everything he sees, he wants."

Toy ads on kids' TV shows make the process harder, she said. "The onslaught seems to be more intense this year."

Dower Charron was among the hundreds of parents who took up the suggestion to write to toy companies.

"Help me understand why your toy is the better one for my child, and why it should be one of the few I can afford," she wrote. "Don't leave that up to my children."

The director of the Campaign for a Commercial-Free Childhood, psychologist Susan Linn, said she and her colleagues don't expect toy companies to stop advertising - rather, they want the ads directed at parents.

"It's cruel to dangle irresistible ads for toys and electronics in front of kids - encouraging them to nag for gifts that their parents can't afford," she said. "It's just not fair."

The big toy makers aren't likely to redirect their ads for one fundamental reason, according to Richard Gottlieb, a New York-based consultant to the industry.

"Toy companies advertise to children because it works, to be brutally honest," Gottlieb said in an interview.

Gottlieb also contends that it's good for children to encounter toy ads - even in cases where products later turn out to be disappointments.

"It teaches, for very low stakes, how to navigate in our consumer culture," he said.

"They are going to have to spend the rest of their lives listening to every kind of marketing approach, and childhood is where they will learn to cope with it."

As for the economic pressure on parents, Gottlieb sounds a fatalistic note.

"Believe me, there are families with much bigger issues on their plates right now then worrying about whether their child will be unhappy because they did not get a particular toy," Gottlieb wrote in his "Out of the Toy Box" blog. "Delivering disappointment goes with the job of parenting."

[psk123-2009]

My kids see NO ads from toy makers or junk food makers. I pre-record all their favorite shows WITHOUT commercials. I got tired of them wanting stuff they saw and then become greatly disappointed when it didn''t work the way the TV said it would. They can also eat a real apple rather than some candy junk flavored like an apple. I REFUSE to be the bad guy here. Toy companies market useless junk, and Junk food makers market empty calories and flavored sugar. Useless stuff, I will not be the bad-guy because I don''t want to buy their junk.

[pirmin3]

"Toy companies market useless junk..."

Made in China even - dangerous in itself. Wish more parents were as thoughtful as you.

[sjbj2322]

While I disagree that kids need to be taught from such a young age how to be savvy consumers, I do agree that its really not that much of a problem having to deal with watching all those commercials IF parents are doing what they should be doing in the first place....limiting the amount of time their kids are watching television and monitoring what they do watch. I keep my kids so busy during the holiday season that they simply don''t have that much time to sit and watch the boobtube. When they do and one of these commercials comes on, we talk about reality versus the fantasy employed in the making of these commercials that are geared to intentionally make kids think the toy is able to do much more than it actually can or doesn''t actually come with all those neat little do-dads cause those have to be purchased as seperate pieces. I also don''t take the kids to the store with me unless absolutely necessary. I don''t want to hear about Christmas before we''ve had a chance to celebrate Thanksgiving. So yea - it can be done but it takes parents taking an added effort in their kids lives, or else they can live with the guilt or make purchases beyond their means. I''m just not willing to prostitute myself to profit toymakers who try to negatively influence my kids into thinking that getting lots of toys is what Christmas is all about. But since I know I''m in the minority, I don''t suspect Hasbro will be going to the fed seeking a handout.

[Meg003]

Parents underestimate children. They should tell the children times are hard, and ask them if they want to donate $5.00 to a needy family instead of getting lots of toys.

Buy them a pair of shoes or a sweater, a paperback book, and a few inexpensive toys like Slinky, marbles, Playdough, or Silly Putty. They''ll learn that it does feel good to help others, and they will appreciate parents who are not stressed out over Christmas bills.

I did this with my young children and they were always delighted on Christmas morning.

[bobgee_1999]

If you allow your little cabbages to watch TV, that''s your own fault.

[wallyj16]

PUT DOWN THE POTATO CHIPS, TURN OFF THE TV AND GET OUTSIDE! Any questions? When they start posting ads on trees and rocks; complain then. Oh... they already do. Is there a procedure that can get an entire country to pull their heads from their butts? We need one.

[yourpointis]

I didn''t get everything I wanted when I was growing up....learn to tell your child no. Then, have them be thankful for what they have. Plain and simple.

[kjskid]

Parents need to act like parents and say no. Parents aren''t supposed to be their kids'' best friends.

[paganwitch]

You know, it just takes this simple little two-letter word ... NO. That''s it, end of discussion. You are the parent. Act like one.

If parents give kids everything they want when they want it ... they are ONE, letting the kid(s) control that relationship and TWO not teaching the kids that they can''t have everything they want just because they want it.

Again, parents these days need to learn the word NO. Whether you can afford the toys/food/games advertised or not, TELL THEM NO!!!

[lajimi]

To quote Emily Litella, "Turn it off, go to bed."

[xraytwonine]

marketing is unnecessary anymore; with information traveling so freely any really decent product will be on the airwaves, blog whatsoever in minutes. From what I am hearing more and more people are disgusted at the pathetic hype created by most marketing schemes...

[jsf14]

Turn off the TV. It''s the job of toy companies to sell toys. It''s the job of parents to see to the well-being of their kids. Take them to the library three times a week to get books. If you can''t manage without TV, borrow videos at the libarary, too.

[whitewolf60]

I have to agree with PaganWitch - YOU are the parent, NOT them. I understand that maybe you don''t like saying NO, but sometimes it''s necessary. YOU have to control the situation. I don''t have children myself, but I have seen too many kids controlling the parents and turning into little tyrants. LOVE YOUR CHILDREN - they are the most precious thing you will ever have, but teach them self-control.

"live simply so others can simply live"

[tazbabe07]

I am amazed at the comments that have been left. My question to you all is "How many of you have children?" No matter what someone''s economic conditions are it is outright absurd to ASSume that the only place children learn about the toys is from TV. And, what child is going to read a blog??? Are you people nuts? I have children and grandchildren and yes it is up to the parents to be parents and NOT EVERY child is given everything that they ask for. My children usually got clothes and they accepted that, but one year I couldn''t do anything and I felt so awful that there would be nothing under the tree and that''s if we could get a tree, my son hugged me and said "it''s ok mom, we understand, don''t worry about it". I got lucky but not all kids understand and that''s because they are children...So, my point is please don''t spout off about parenting unless you''ve been there in today''s world, not the owrld you grew up in, it''s very different.

[whitemale08]

Hey media....Quit trying to pretend like this ''financia crisis'' is a ''new fashion trend''.

All of this ''happy-talk'' about ''lay-aways'' and more and more Americans are concerned about their diet is fluff-talk-garbage.

When people are broke and their ''credit lines'' are cut-off then people stop eating, stop buying, and put their s*it on law-away like back in the 70''s.

WE ARE BROKE!!!! END OF STORY!!!

[nothappyatall]

. you are placing parents like me in the unenviable position of having to tell our children that we can''t afford the toys you promote."

Excellent lesson in life for the kiddies for when they grow up; you cant have everything you WANT, everything you want comes with a PRICETAG, there''s no free ride and its best they learn it right from the start.
What the hel is wrong with people? everything now has to revolve around going into debt to buy cheap chinese made plastic KRAP toys- half of which will wind up broken or in the trash before the bills are even paid?

Fist fights, shootouts and mob scenes to buy a f''ing cabbage patch doll- on sale because junior wants one because her friends all have one???
Gezus! grow up! turn the dam TV set off. Read up on what kids played with in the 1890''s using common items and imagination- they didnt need all this KRAP

[nothappyatall]

So, my point is please don''''t spout off about parenting unless you''''ve been there in today''''s world, not the owrld you grew up in, it''''s very different.

Posted by tazbabe07

Tell it to the AMISH, they are also here in today''s world, see any of their kids going off the deep end because they don''t have ''master blaster water gun'' or cabbage patch dolls or nintendo???

The only thing different today is YOU are falling for the oldest scheme in the book- ADVERTISING, if they advertise the stuff at you long enough you will be brainwashed into thinking you NEED that item, yup, the dumb sheeple have been brainwashed well into "needing" new $25,000 cars every 5 years to keep up with the latest STYLES, spending that much to "update" a perfectly good kitchen or bath to the newest STYLES because "everyone" has it LOL you havebeen brainwashed well my dear!

[earache4]

Dear Santa:

Please send me the Sargent Death Comando action figure I saw on a comercial during the Santa Claus'' Blood Bath Revenge Special! Can you include all the weapons that actually fire, like in the comercial! I know there''s a choking hazzard, but I promise not to shoot them at my little sister...(unless she is deemed an enemy combatant).

[blue922]

Simple solution. Turn off your television and rediscover what life is about.

[stevenga777]

Just say no to your kids, they need to hear no now and then and learn Christmas isn''tabout getting cheap ***. Marketing to kids is the start to getting then hooked on overspending and overconsumption. Does your kid realy need that cheaply made Hannah Montanna ***...I don''t Miley Cyrus her cutting back on her endorsements or making things cheaper for kids...she wants all the money she can get out of you.

[stevenga777]

BTW...My sons are now 18 and 20 and they know what advertising is all about.,..I taught them

[wallyj16]

===PUT DOWN THE POTATO CHIPS, TURN OFF THE TV AND GET OUTSIDE!===
Posted by wallyj16

Fine if its December and you live in San Diego, where its 70 out. Not so easy when it''''s 10 degrees outside in Buffalo or Minneapolis.



--------------------------------------------------------------------------------

Posted by rafterman1 at 10:26 AM : Nov 30, 2008
+ report abuse

Actually I live in the north Country 60 miles north of Syracuse, NY in the Snow Belt. It definately isn''t 70 degrees here. We dress for the weather and get out in it. You''d be amazed at how much fun can b had outdoors. Use your imagination.

[httpwwwnews]

My kids are grown ups now, but every year they got a few used toys. We watched some Christmas video about the land of forgotten toys one year, and I got the idea to give them a used toy, and discuss recycling. You can get used toys in perfect condition at yard or garage sales, rummage sales, swap meets or thrift shops for very little. Later my kids did chores for spending money and shopped at tag sales for a "new" toy, learning value and budgeting at the same time.
As adults, my kids understand the need for recycling and cutting corners as well. This is a good solution for families in a financial crunch.

BTW- If you want your child to be a good student they need to spend lots of time reading instead of in front of the tube. Choose educational shows like the discovery channels instead of cartoon shows that promote consumerism.

[abbe91]

"If children are not aware of what is new and available, how will they be able to tell their families what their preferences are?" an industry statement said. "

What about targeting the parents in your ads, insisting on the educational value of your toys ? Am I dreaming ?

[catfish182]

This is not a bad idea as the ads are annoying but what is wrong with telling your kids no? I have two daughters and while I do not like to tell them no I have done it and will continue to do it. I know people do not want to disappoint their children but what message do we give our kids if they never face disappointment? My kids watch those and write down what they like for santa to look over (to be fair the oldest one knows the full deal but for the young one she goes along.). Parents need to take a stand against ads but also need to take a stand that they need to teach their kids that you can''t always get what you want.

[coplansblog]

The "advertising" audio should be
considerably less amplified than the television programs
and we all know it.

For some, the "mute button" is key to the equation.

For some, expecting the best from television programming in the United States of America,
by writing to the FCC,
members of their local government, senate
and our president
(all regulators - remember they are us),
and asking "what''s going on here?",
is the answer to the equation.

: )

[Meg003]

As adults, my kids understand the need for recycling and cutting corners as well. This is a good solution for families in a financial crunch. Posted by httpwwwnews


What a wonderful idea! Instead of a no without explanation, which can cause children to crave the things they are denied, you gave them a solution that is good for the environment and for the pocketbook. Your children learned to take control over their decisions and make good choices, instead of feeling deprived and resentful.

[mbievtea]

You know what it sounds like to me ... a bunch of cry-baby parents who are so used to charging everything on a credit card that now they want business to not advertise and not try to make money ... you know what I would like to see ... parents act like parents. Their kids see nor hear any form of restraint from parents, and then moan when their kids are the same. Try this ... don''t let them watch so much TV !!!!!!

[publikop]

It is all about Education. Toy companies are just doing what they do for business. Imagine if people educated their children to Give during Christmas and other special holidays instead of asking for silly stuff they only use for a few weeks and throw away. They would certainly learn a big lesson and probably feel much more rewarded and productive as they grow up. We living a rough time, but it is a great opportunity to change they way we think as individuals, as a society and become better people. From they young ones to the adult.

[cherryfries]

In this time of hardship, it is hard to have to say no. However, I believe the word no has to be used. No one should have to not pay bills in order to buy expensive toys that kids desire. Sadly, I''ve had to make very hard decisions in the past few months and forced me to explain to my daughter that the money just isn''t there. I know some will disagree with telling my daughter such a thing but it helps her understand. As a result, she has named the one thing she wants for Christmas and that is me. Parents need to know that kids really want their parents to spend time with them. Children will tire of the toy that was expensive and want something that''s more expensive. No is a necessity of life.

[billpl-2009]

yeah, christmas is going to be pretty bleak at my house this year
because I already scraped up every dime I could to go bargain shopping
...on Wall Street

This so-called "recession" is being invented by the media...nothing else
nothing wrong with the economy

ho ho ho

[downtowner97]

Me to parents: Get your kids away from the TV. Buy them books.

[kurlikew]

Exactly right, downtowner97. Parents ... these relentless advertisers will never stop marketing directly to kids. The solution? Get them away from the TV and encourage them to participate in physical activity (something that''s sorely lacking in this country) or to read.

[dragontat2]

Easy solution: Kill Your Television! At the very least, limit your child''s teevee involvement. And don''t buy stuff that''s advertised in harassing ways. No is not an ugly word!

Merry Dang Christmas.

[credibility2]

Once again, lax parents expecting others to raise their kids for them. Hey, here''s a concept or two: teach your kids some values, like not expecting to get everything they see, or don''t let them watch television and instead, try reading to them. Set the example. Parents are the ones responsible for their kids growing up with the entitlement mentality by always buying things they don''t really need. Too many parents are spineless and have allowed themselves to be controlled by their kids'' whining, crying, demanding and expecting.

[antoniof123]

I will tell you I am sick and tied of advertisers from companies selling to kids. Just like the tobaco companies aming at kids or do you nut cases have an excuse for that too.

That is the problem you are trying to say that one person can take on an army that is just not realist. So stop telling me or any one else that it is only our responsibility. Have you learned nothing from the mess wall street is in. Or are you so blind as to think that they are right. Typical right wing nonsense tell us it is our fault but never take responsibility for your actions.

Keep it up and soon the American voter will take those rights away from you. Most Americans have had enough of the lax controls on businesses. They will etiher be ethical or we will force them to be. Just like the Republicans if they continue to moderate we will continue to moderate them. Take a look at the house and senate if you doubt me.

[toolmangler-2009]

Me to parents: Get your kids away from the TV. Buy them books.
Posted by downtowner97 at 03:41 PM : Nov 30, 2008


I 2nd that emotion.....

[sandy19731]

Every parent every Christmas has to tell children no, otherwise we would see many more ponies and pet monkeys in apartment buildings. It is harder these days when the advertising is non-stop and adults have not even learned how to say no to themselves.
We all have a tough lesson to learn. It''s sad, but this year it starts with the children.

[vcofreason]

Um, turn off the TV. Voila! Marketing over.

[ocasanas]

To the toy industry: I''m so sorry for you guys. Anything that it is advertised on TV or online it is never purchased by our household. If there is need to buy a toy similar to the one advertised, we never buy the brand advertised, and we don''t necessarily buy a cheaper version either. Our kids know that everytime that they ask for something they see on TV, online or at a supermarket aile, they will risk of not being able to watch TV for a week, not having access online, and not being able to go to the supermarket either. Our kids know better and are smarter than the toy industry....why did Toys''r us had 60 percent discounts last Friday? Duh! Think about it.

[ocasanas]

I second that motion from another posting: "Buy them books" Great idea! Many are free from public libraries and can be kept for a month and a half at home. By that time, children want other books already. What imagination that is brought up from books can be easily recreated with cheap toys and other crafts, for examply from crafts stores.

[toolmangler-2009]

Because they charged 100 percent too much for the product.

[toolmangler-2009]

Im watching Kate Smith sing GOD bless America so please do not bother me!
Posted by ShowNoFear_ at 05:40 PM : Nov 30, 2008



And she is one of the few that can sing it right.

[harbinger09]

Instead of complaining and whining about ads and commercials that encourage their kids to want junk parents could really go out on a limb and try acting like.......PARENTS.

Here''s a clue---my youngest is VERY limited in her tv watching. Instead of making the tv our babysitter we interact with our kids, having them help to cook, do chores, etc--we then engage WITH THEM on the internet and on computers, have our own reading group and find other activities besides the boob tube. The net result? When asked what she wanted this year or what was "in" or "hot" other than the ipod--she could not tell us nor did she beg for a lot. So we are adopting a family this year to bring X-mas to them. When people start raising their kids and stop using tv and teachers to do their job--it all gets a lot easier.

[cajunmaoris]

Toymakers to Parents: Cut the TV.

[harbinger09]

===PUT DOWN THE POTATO CHIPS, TURN OFF THE TV AND GET OUTSIDE!===
Posted by wallyj16

Fine if its December and you live in San Diego, where its 70 out. Not so easy when it''''s 10 degrees outside in Buffalo or Minneapolis.

Posted by rafterman1 at 10:26 AM : Nov 30, 2008


FINE, THEN PUT DOWN THE POTATO CHIPS, TURN OFF THE TV AND DO STUFF WITH YOUR KIDS INSIDE!=== Lots of activities for those who want to do them--like cleaning the house, reading, drawing, board games, or memory games like watching their favorite videos then making a trivia game of remembering lines or what items were in a scene. We play games like this all the time and everyone of my kids stayed on the honor roll.

[sbelknap01]

Let me get this straight - parents are asking toy companies to stop advertising so that they don''t have to tell their children ''no''? Parents: who taught your children to a)watch TV b)want toys at christmas c)be hurt if they don''t get what they want and d)that their parents are required to provide them whatever plastic *** they demand? Jeez, what losers. Best Christmas EVER: Two kids, one yo-yo, one kitten. Doesn''t your TV have an off button? Don''t you watch it WITH your kids so you can mute thru the ***? Don''t you TELL your kids that it''s ***? Suffer. If you don''t make your kids advertising-proof they will be the same social climbing, over-extended, needy, useless narcissists you are. Don''t you even want to TRY to make them better?

[cajunmaoris]

Parents to Children: No.

[nothappyatall]

Let me get this straight - parents are asking toy companies to stop advertising so that they don''''t have to tell their children ''''

YUP, you got that straight, the parents want free enterprise businesses to stop advertising so they as parents dont have to say NO LOL what losers

[sbelknap01]

harbinger09 you are awesome. Did you ever put green food coloring in eggs for Green Eggs and Ham? Got my two to make breakfast (and cleanup!) with that one. I get that these people didn''t want their kids in the first place, they wanted dolls to dress up, but now that they have actual human people in their lives, why not try to like them? They are interesting and funny. Think of them as an inexpensive hobby - that comes with hugs.