What Happens When Beloved Characters Change?
Why You Should Care
Common Sense Says
What Happens When Beloved Characters Change?
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.
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.
There are 25 community opinions on this topic
I understand the loss parents are at here. The skirt being shorter is definitely an issue along with the changing of multiple themes. However, they are expanding their audience range in the way Rugrats did. They still exhibited morals; it was just aimed at a different audience.
rbrucecarter: Nowadays, Cartoon Network seems to have a lot of TV-G or TV-Y7 shows with promiscuity, aka cheating, in them. They usually show it is wrong in the end, though. Homosexuality... I don't see the problem. Orientation is orientation, and if cartoons have heterosexual couples, why not homosexual- bisexual- polysexual- pansexual- transsexual? I haven't seen any drug use in cartoons for children. However, things like South Park and Family Guy are meant for an adult to watch, hence the rating. Live action isn't just for adults, so much as cartoons aren't just for kids. In Japan and America, anime has ratings just as live action shows and movies do. They also have a long range more of non-heterosexual romances (male + male = yaoi/shonen-ai, female + female = yuri/shojo-ai).
I heard that before, and it's aimed at young women. Before she turned into preadolescence, it was a good show for preschoolers and up. I think it should teach European Spanish rather than Mexican, to those who want to learn European Spanish out there.
webkinz has now deluxe membership
I really have to agree. Parents really jump to cunclusions.The toys arent going to just jump to life and start shooting things, people, and places. They arent going to start yelling out crap form their mouthes. Parents need to show them it once, then take some time to see how they react afterwards (about a week). If they start saying bad stuff, or they punch or kick things (could also be their brothers or sisters if they have any) BLOCK IT. ITS VERY VERY VEYR SIMPLE.THING ARE BECOMING SAFER ON THE INTERNET. Parents need to worry about what's going on around the kid, not what he's watching! (unless of course hes watching rated R thing and hes not mature enough)
Well I think it's probably that or something else
omg the transformers movie is rated PG13!? OH NOES CUZ NOBODY SHOULD WATCH THAT!seriously, no wonder the ESRB is getting so strict! its people like you that think PG13 (wich means parental guidance til your a teen) should be rated R! Honestly ,
should we call common sense media "media" lol :P
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Rbrucecarter? How would homosexuality in animated characters be a problem? Blink. Blink. I was a childhood victim of age creep (thanks a lot, Princess Diaries), but I've turned out fine. VIOLENCE is the real thing that needs to be guarded against -- movie-induced nightmares are evil things.
I really want to know why everyone thinks sex is so dangerous and horrible. First off maybe if you educated kids on safe sex and other things that can prevent STDs and unwanted pregnancies, than this wouldn't be such a big deal. But then we have those crazy christians (one commented earlier) that want to ban south park and family guy. Oooooooooh no, they make fun of things and give people different perspectives. Oh no, they might make your kid question things. Honestly. Oh and btw I learned about sex in the third grade, while most of my friends say they knew since the first. People need to stop getting all crazy over a short skirt. And you also need to stop with sex is the devil, comedy is the devil, people that aren't my religion are the devil, just let your kids think for themselves and inform them on how to be safe. Parents need to be guides and role models, not slave masters. Also, I am not saying we should teach kids about sex at the age of two, I'm saying we should be smart and not just assume kids are immature little idiots who eat glue until the fifth grade.
I just borrowed So Sexy, So Soon from the library last Friday and I'm currently reading it. I wonder how the writers, Diane Levin and Jean Kilbourne, would make of this...
Of coarse parents are going to find age appropriate material for their kids--that is our job. I have teenagers all the way down to an 11 month old--they are allowed to watch different things. I just REALLY liked Dora the way she was. Now, my toddler won't have a spanish centric character to watch while I am trying to get dinner ready. AND let me tell you there is NO WAY my middle schooler is going to watch DORA!! get real! My toddler identifies with Dora as being a kid ----NOT like her older bossy middle school age sister ( middle school is tough)
Me not being a adult, Of course I haven't been faced with this problem. Even though Dora is growing up doesn't mean that she is going to be bad and racy from now on, she just might be faced with some NEW problems. The worst it will get sense this is Nickjr will be like a mistake and being like grounded for it! But if your still NOT SURE then watch it with your kids for godness sakes.......
In response to MikaylaLovesEdwardCullen: I understand it seems like a small deal. But kids as young as 2 see commercials for a movie. I think you'd agree that's too young to go see Transformers or Spider-Man. Yet, those commercials air during young kids programming. Or, if I take my 4 year-old son to a fast food place and there's a Transformers toy in his meal, he wants more -- the toy, the movie, etc. But that movie is WAY too violent and scary for a 4 year old to stand it. And I'm pretty tolerant. But taking him would be completely irresponsible of me. The point is, it's not as easy to "avoid" the toys or commercials, as you assume.
The only thing I know about this is there's nowhere near enough info to make a judgment yet. (although I'd like to say, why do we need preteen Dora when we already have Maya and Miguel..?)
We, as Christians, keep fighting the wrong battles. A pre-teen Dora can be a good thing, provided that her actions are portrayed as responsible, reflecting a moral world view. The Rugrats had to grow up. Why? The voice performers were aging. Maybe it is the same way with Dora. Rather than abandon the franchise, they made a difficult choice to grow the character. Nickelodeon, in general is really trying to produce quality, family friendly entertainment and we ought to get behind them and encourage them. As REAL problems come up - sexual promiscuity in animated characters, homosexuality in animated characters, drug use, etc. - THEN is the time we should act. We ought to be all over Cartoon Network because of Family Guy - not nit-picking Dora because she is older, with longer hair (what is wrong with that) and a shorter skirt. That is irrelevant compared to Family Guy - why spread our resources thin fighting battles on every front? Lets focus our resources where they count. Oh - and by the way - Spongbob is NOT gay. He has a girlfriend, a squirrel named Sandy. Watch the darn show before speaking out of ignorance!!!
I disagree, you can't help it if friends of your children's already know about the movies even if you dont tell them about it.....because their parents allow it. most of the stuff my eldest boy hears about comes from friends at preschool not through me.....I do know how to say NO! and even if they know that a toy belongs to a movie does not mean they should be allowed to see the movie!
I agree that it is not appropiate to make certain toys aimed at preschoolers, espcially things like star wars and tyransformers that have guns etc.....however i do not feel obliged or under pressure to let them see the movie, i just tell my boys (4.5, 2.5) those are our rules and it is not appropiate for them, regardless of if their friends have seen the movies or shows. It is hard when their friends of the same age have seen star wars or have the toys etc.....this also extends to Wii LEGO BATMAN........As a parent it is our responsiblity to make sure our kids do not get exposed to these things until they are old enough and mature enough. My concern is when i dont have control over what they do or see, when they are at friends homes or start elementary school.
How old are you? Your answer certainly doesn't reflect a mature adult. Can you not see that parents are'nt the only ones who influence our pre-schoolers. They are bombarded by more mature things at school, the playground, and even church. Our girls, especially, are growing up way too fast. Wonder why teen sex is so rampant? They are Barbie, Bratz, and I guess now Dora. Yes, we all know that they are toys, but the influence goes far beyond playing will a doll. I think they should leave Dora alone! When these pre-schoolers get too old for her then there will be more to take their place. Shame on the companies for doing this.
Don't you think you might want to tone down your behavior a bit, MikaylaLovesEdwardCullen. Even if you might not have a problem with this issue, many parents do, and rightly so. There need to be limits and there should be discussion about this issue from concerned parents so they know what they're facing. Your harsh behavior isn't helping matters any, and it's not drawing people over to your point of view.
This is stupid. Why is so dang horrible about a middle school Dora?? And Bratz are a toy! A TOY!! Get over it! And about the Tranformers and Star Wars. Again. Toys. If you don't want little kds to see the movies, don't tell them there are movies! If they are old enough to figure out that there are movies for the toys on their own, then they are old enough to just watch true movie! Some parents are so stupid sometimes. Let you kids play with the dang toys and watch Dora the Explorer.
Thanks for the tips on keeping "age creep" from creeping in. My boys are 3 and 5, and I find it a constant struggle to keep them away from the toys that are linked with too-old movies. I feel like a broken record (and a real downer) telling them "This is not a little boys' movie - I don't know why they make toys to go along with it." Thanks for the heads-up on Dora, too!
I find it really irritating when movies are rated PG-13 and the toys are part of a Burger King meal. I know that was the case with the last Star Wars movie. Transformers is guilty and I'm sure there are others. It puts parents in a terrible position. Thanks for writing about this!