| ON: Content is age-appropriate for kids this age. | |
| PAUSE: Know your child; some content may not be right for some kids. | |
| OFF: Not age-appropriate for kids this age. | |
| NOT FOR KIDS: Not appropriate for kids any age. |
Parents need to know that in the Bratz universe, girls support their friends with acceptance and sisterhood, embracing individuality while watching out for one another -- and giving credit where credit is due. Fourteen bouncy tracks on this CD manage to promote these lofty ideals.
The Bratz marketing machine rolls out the big guns with a movie, a DVD, and this CD featuring 14 positive, upbeat, and very well-performed songs for the 5- to 9-year-old dance-party set. The tracks are clean with clear, easy-to-understand lyrics promoting self-esteem, individuality, and girl power on songs with titles like "We Can," "It's A Girl Thing," "One of a Kind," and "Strong Enough." Unfortunately, the repetitive lyrics can border on silly sometimes: "I'm all revved up…so c'mon/That's what I'm talkin' 'bout/Never gonna stop/1, 2, 3, 4/Turn it up a little more." On the other hand, these energetic songs can't help but inspire movement, and are perfect for a slumber-party soundtrack.
Although it's a pleasure to hear well-performed songs using grown-up production standards on a kids' record, some parents may find the relentless dance grooves a little unsettling -- we're not supposed to train our daughters to be dance-club divas in the first grade, are we? Still, the songs are fresh and fun, delivered with talent and energy by…um…hmmm, no singers on the credits? Instead, there's a full-page ad for ringtones and other Bratz products.
Families can talk about building a brand empire. Is it effective to have CDs, DVDs, Web sites, books, and video games all dedicated to one thing? Or, is it overload? When do you think branding goes too far?