Parents of Dora the Explorer fans got a jolt recently when it was announced that the beloved preschool character is growing up. Starting this fall, she'll be a middle schooler. While her spunky spirit will be maintained, something new will be introduced – with longer hair and a shorter skirt. Yes, if you buy into the tween Dora, your kid will want to buy lots of clothing for her, too. Dora's just the latest character whose shape-shifting creates a dilemma for parents who want age-appropriate toys for their kids (preferably ones that don't star in violent movies -- like Transformers and Star Wars characters). In late spring 2009, Webkinz will launch WebkinzJr., a toy-based online world geared for kids as young as 2. Price of admission is a $25 toy.

Why You Should Care

It's called "age creep," and as any mother who's ever wrestled a Bratz doll out of her 4-year-old's hands can testify, it's not new. Age creep is the disconnect between all of the various target ranges of what's being marketed to your kids. Many parents will remember how frustrating it was when fast food companies featured Transformers toys in kids' meals to tie into the 2007 movie -- which was rated PG-13! Age creep causes kids to "age up" -- or become exposed to media that's too advanced, too mature, too violent, too sexy. In short, not age appropriate.

This trend hasn't gone unnoticed by experts. "Younger and younger girls are given toy and play materials that introduce them to this phony teen lifestyle," says Sharon Lamb, professor of psychology at St. Michael's College in Vermont and co-author of Packaging Girlhood: Rescuing Our Daughters from Marketers' Schemes.

And in the case of Dora, the plans for the beloved character have sparked an outcry among parents and academics who charge that Mattel and Nickelodeon are turning an adventurous role model for young girls into a generic, fashion-focused stereotype.

If you're sensing age creep creeping into your home, you can take steps to beat it back.

Common Sense Says

Get there first. In order to grow, companies try to extend their brands, so the responsibility rests with parents to make the judgment call on whether something is right for their kids. If it's a toy-based Web site, register and explore the site for yourself (without your child) to see whether it appropriately represents the character and the age it's being marketed to.

Proceed with caution. Messages change -- and so do kids. Try to pick toys that grow with your child, and, if possible, avoid ones that are tied to big marketing campaigns, which ups the age-creep factor. As your kids grow, re-evaluate your stance on toys that were once off limits.

Ratings rules. If a movie featuring your child's favorite characters carries an MPAA rating that's not age appropriate, tell your child that you'll rent it when he or she is old enough.

Offer alternatives. It can be hard if your child's favorite character ages too far, too fast. Common Sense offers great age-appropriate alternatives to movies, Web sites, and toys that will be cool for them -- and OK with you.