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Posts from the ‘Archive of Childhood’ Category

Feb 3

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The “American Girl” Franchise

The original line of historical "American Girl" dolls.

When I was little, one of my favorite book series was the American Girl series. This collection of chapter books followed the lives of several young girls from different time periods and classes in American history – all hinging upon the common denominator of their titular national identity and exploring the story directly through the girls’ viewpoints. These books were created chiefly to advertise to children (more specifically girls) the line of character dolls upon which the American Girl company was originally built, in the same vein of such toy lines as Transformers and My Little Pony. Selling for upwards of a hundred dollars (and initially only available by mail-order) when you factor in toy accessories and doll dress-up, the American Girl dolls were expensive enough to require additional persuasion in the form of books, movies, and even games. After all,  parental resistance in the face of cost to satisfying a child’s preference for a particular character or story tends to wane the more enamored the child becomes with the pageantry of  a full product line.

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Feb 3

Directly Targeting Children

Our discussion and reading of marketing toys directly to children made me consider advertisments that I was exposed to growing up. Almost all of these advertisements for toys, movies, and video games were directed at children and not at adults, a development that Gary Cross finds originated in the early twentieth century., citing a 1913 article in Toys and Novelties that advocated marketing to children “to cause their wonderment, their desire for ownership and their immediate pleas.” (52)

This marketing tenet seems to still hold true in advertising toward the very end of the 20th century, as exemplified by these advertisements between children’s programming on Nickelodeon in 1999, specifically the two Star Wars ads. I remember the first one specifically because it advertised the connection of two things very dear to my seven-year-old self: Star Wars and Legos. These advertisements were crafted specfically to run on a children’s network and are completely geared toward the imagination and playfulness of a child audience. There are no adults buying or giving toys to children, just children playing within the “Star Wars universe,” fulfilling their own desires to be a part of a galaxy far, far away.

Cross states that “toy companies recognized that in an era of growing permissiveness, children had influence of parent’s spending,” and cites this as a cause for marketing to shift towards children. Although this may be the origin of this idea, I believe that the increase in media consumption of American youth in the pass few decades has been the most significant factor in the use and success of advertisements geared directly toward children. The source of this clip shows this phenomenon, as the almost entirely youth-oriented Nickelodeon television network, a relatively new media development, enables advertisement blocks to directly target younger demographics. As mass media has spread throughout all facets of American life, advertisement has been able to capitalize on very precise niches that in ways that it couldn’t’ one hundred years ago.

Feb 3

Power Rangers for Everyone

Power Rangers in the 1990's

One of my favorite T.V. shows throughout my childhood was the Power Rangers. The series started in 1993 and shortly after become a nationwide phenomenon with many different toys and costumes for children. It started as a series in Japan and Americans then adapted in in 1993 to become a show on the Fox network. It has many different series that have played throughout the years but they all revolve around the same concept. Power Rangers is a superhero show that consists of a few young normal people who are trained to become super heros and fight villains. They transform and fight as a team wearing suits and helmets. For 3 years in a row I dressed as the pink Power Ranger for halloween and many other kids I know would dress up as Power Rangers and we would play fight at the playground. The costumes range in price from around $20-30.

The Power Rangers became a huge pop culture icon throughout the 1990’s. In class discussion, we tried to define pop culture and what can be classified as pop culture. I think pop culture can be different depending upon where you live and the society you are in, but is something that a large majority of people can identify with. The creators of Power Rangers were very smart when trying to decide how to target a broad range of children. By creating characters that appeal to both girls and boys the target market can double. If you look at a lot of toys or television shows geared for children they typically tend to appeal towards one gender or the other. Power Rangers used color and characters to appeal to both. Power Rangers was a big part of my childhood and created unity on the playground for boys and girls alike to wear their different costumes to school and fight the villains of the playground.

 

Feb 3

The New Adventures of Mary-Kate & Ashley

The New Adventures of Mary-Kate & Ashley, The Case of the Dog Camp Mystery (2001) book cover (click for source)

When we were discussing our favorite female protagonists from childhood literature, somehow it slipped my mind- I used to be obsessed with Mary-Kate and Ashley Olsen. I had almost every book from their series, The New Adventures of Mary-Kate & Ashley, and I read them over and over, entertained by each mystery they undertook. I would look forward to the next release on the shelves at grocery stores. I remember each book had cards with pictures to be torn out. I had a large stack of them that I would flip through, admiring my idols.

Written by various authors, the series ran from 1998 to 2005 and was published by Harper Entertainment. While most of books in the series can now be purchased on Amazon for a penny used, their suggested retail price was $4.50.

These were girls’ books. The few boys who did venture to read the series risked looking feminine. This loss of masculinity is what keeps boys away from books and activities considered “girly,” as we discussed in class. While some of the individual titles like The Case of the Cheerleading Camp Mystery have an obvious appeal to girls, some of the titles like The Case of the Weird Science Mystery have a non-gender-specific appeal. Titles like the latter could have appealed to boys had the series not been based on two of young girls’ biggest icons. This supports Elizabeth Segel’s conclusion in “As the Twig Is Bent”

“…Many boys are missing out on one of fiction’s greatest gifts, the chance to experience life from a perspective other than the one we were born to—in this case, from the female vantage point.” (p. 76)

In contrast to the earlier books discussed in the Segel reading, the series doesn’t prescribe roles of domesticity and obedience to its adolescent girl audience. Instead, they are the heroes. They go on adventures. They solve crimes. They get the bad guy. And all before dinnertime.

Feb 3

Jigglywhat?

The pink, temperamental Pokémon character I identified with most as a child

As a child I wanted to do everything my brother did, including playing the video games, watching the TV show, collecting the cards and obsessing over the movies/stuffed animals/anything relative to Pokémon. I obviously was not interested in the “supposed different interest of girls and boys.” (Course packet page 69) It was a boy’s game that I did not openly admit to liking, however my parents never denied me the joy of playing. They actually were all for this considering my brother and I fought like cats and dogs. Our bond in Pokémon would temporarily control the madness and entertain both of us at the same time; they saw no problem with killing two birds with one stone. Like many parents they were concerned “about whether their children were being entertained enough.” (Course packet page 6)

“Pokémon was launched in Japan in 1996 and today is one of the most popular children’s entertainment properties in the world…” earning the second spot in top game franchises. Pokémon was originally intended to be a video game and therefore is affiliated with Nintendo, however it has spread into a plethora of products not necessarily centered around video games.

Their products range in price depending on what exactly you want; As far as games go, the Pokémon games for the Nintendo DS run a little under $40. Right now on Amazon a Pokémon videogame for a gaming consul costs almost $100.

"This one’s for the ladies in the house (or dudes if you’re into it, Pokébra judges no gender!), these adorable bras are custom made, meaning every boobie of every size can be successfully captured by this nerdiness. It’s a shame that during all his years on the air in prepubescent purgatory Ash was never old enough to touch a boob. I’m pretty sure a bra like this would have made his awkward teenage years more memorable."

When I decided to write about Pokémon I had a conversation with a friend about the topic. I was having trouble remembering the name of my favorite Pokémon character. I knew it was pink and temperamental; finally the name came to me, Jigglypuff! There are some ridiculous Pokémon products that have emerged and are for sale right now. These products include a Pokébra, Pokémon Jets, Pokéball Beret, Yellow Pikachu Lightning Nike Sneakers, PokéDex iPhone Case, Pikachu Boxers and more. I thought that it would be a difficult topic to write on since it had been so long since I had been a Pokémon fanatic. I was proven wrong with my first Google search. I have learned that although I eventually grew out of that awkward stage of my life, it seems as though others continue to dwell in this fantasy.

 

Feb 3

Where the Wild Things Are

Where the Wild Things Are

Where the Wild Things Are (book cover)

 

Maurice Sendak’s “Where the Wild Things Are” has long been one of my favorite books from my childhood. This classic children’s book, which was published in 1963, is about a mischievous young boy named Max who gets sent to his room by his mother to be punished for being too rambunctious. In his room, Max’s imagination takes him to the land “where the wild things are”, where he becomes “king of all wild things”.

Although this book is a mere thirty-seven pages long, with most pages filled by elaborate illustrations, the underlying messages and reinforced gender roles are extremely clear nonetheless. The book reinforces the gender roles discussed by Elizabeth Segel, as the protagonist is a young boy, and the subject matter is that of action and adventure. In addition, Sendek’s book directly exemplifies Segel’s assertion that “the boys’ book was, above all, an escape from domesticity and from the female domination of the domestic world” (70), as Max tries to escape his mother’s control by running away to an imaginary land where he is the king.

Despite the presence of these familiar themes, the book has prompted some negative feedback, as many people wonder if the book is truly for children. Furthermore, Sendak’s statement in an HBO interview,  “I don’t believe in children. I don’t believe in childhood”, has prompted some people to debate whether the story is some sort of psychoanalytic masterpiece about a boy’s anger and emotions, or merely a bunch of colorful illustrations designed to catch the attention of children. However, whatever the author’s intended meaning and motivation was behind the story (and Sendak is deliberately making it ambiguous), it seems that certain aspects of Max’s personality seem to resonate with all who have read and enjoyed the book , which is a testament to how much the line has been blurred between what is appropriate for adults and what is appropriate for children.

 

Feb 3

My Size Barbie

My Size Angel Barbie (1998)

Growing up I would have to say one of my favorite toys was the My Size Barbie. My parents bought me my first one for my birthday when I was around five or six. I named her Kimberly after the Pink Power Ranger and I played with her practically everyday. Like normal size Barbies, My Size Barbie was produced by Mattel. Now I didn’t play with Kimberly the way that Mattel probably envisioned for little girls. I would play gymnastics with her and I eventually broke one of her legs off. My parents sent her back and I got another one and still played with her rather roughly. I tried researching when the first My Size Barbie came out but I could not find the exact year. However I ran into some people selling their My Size Barbies dating back to as early as 1992. My Size Barbie was 36 inches tall and came with two outfits so the little girl and Barbie could wear and trade outfits. Mattel no longer makes My Size Barbie so I am not aware of the exact prices especially during the nineties. On eBay currently they range from $70-$200 depending on the model. Growing up I was not aware of the gender roles and stereotypes that My Size Barbie was pushing on little girls, which is probably why I played with Kimberly so unconventionally. Barbie was and still is the icon for what the “ideal woman” should be, which is beautiful, skinny, social, and mainly just concerned with her image and nothing else. As Gary Cross points out, toys throughout the centuries have been made to reflect “conventional work roles” for both girl and boy toys (Cross 49). Cross also states that the rise of dolls for girls to play with happened due to families having less children which resulted in doll play that taught “child-care skills necessary for future maternal roles” (Cross 54). Almost all my friends who were girls growing up had a My Size Barbie  and whenever they played with her they would either be princesses or mothers. In conclusion gender stereotyping of toys may not effect every child in the same way, but they continue to instill the mainstream social constructs of gender.

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