Books, Pizza Hut, and Bratz Dolls
Does In-School Marketing Push Unhealthy Products on our Kids?
The Campaign for a Commercial Free Childhood (CFCC) has started two campaigns aimed at products marketed through schools under the guise of "educational" programming.
Books and Bratz. In Canada, The Scholastic Book Company has begun selling a line of “Bratz” books at their book fairs, featuring “Lil’ Bratz Dancin’ Divas” and “Lil’ Bratz Catwalk Cuties”. Parents and educators alike are protesting this product line, feeling that characters that represent such poor role models for kids have no place in an educational setting.
From Book Fair to Toy Store. Many parents and teachers have noticed that in recent years, some book fairs seem to have evolved from a place to introduce kids to new books into a marketing frenzy of toys, jewelry, and magazines with clear product and entertainment tie-ins. More promotional event than book fair, these programs are coming under scrutiny as parents ask why their children are being exposed to items they may not approve of under the auspices of education.
The Halo Effect. Marketers especially like promoting their products through school activities for several reasons. They have a captive audience of children, usually with money their parents have sent in, but without the parents acting as gatekeepers to prevent frivolous or inappropriate purchases. In addition, oftentimes products sold through school activities enjoy a tacit “stamp of approval,” whether actual or implied, because of the ties to the educational setting.
The Response. Scholastic counters the complaint by asserting that the Bratz dolls promote positive role models for girls in the areas of “friendship, teamwork, and self-confidence.” However, for most adults, what they see is a glamorization of over sexualized, fashion-preoccupied characters being pushed on elementary school aged children. For parents who choose that for their children, that’s one thing. But it’s quite another thing when these products are promoted through schools without parents’ consent.
Reading for Pizza. The Campaign is also urging schools to opt out of participation in Pizza Hut’s “Book It” program. This project reaches 22 million schoolchildren and preschoolers each year, rewards kids’ reading with personal pan pizzas. Children are exposed to classroom materials and promotional items with branding images and logos.
The Problem? Several. Again, in school activities bypass parental choice about what is acceptable for children. Many parents are concerned about healthy eating and don’t choose fast food for their children. And with good reason with up to 770 calories and 39 grams of fat, a single personal pan pizza constitutes more than half of a preschool child’s daily caloric requirement. Yet the presence of marketing within a school sponsored activity puts pressure on kids and parents alike to participate. In addition, the focus on “number of books read” may encourage children to read shorter, easier books to increases their totals. There is also the likelihood that using food as a reward for reading may ultimately influence kids’ motivation to read for the worse. Instead of an interest in reading, the activity promotes an interest in pizza.
Information for the above from the CCFC website. For more information on these two campaigns, along with ways you can become involved, check out these links: Bratz and Book-It.
For related articles, check out Advertising to Teens and Girls and Positive Body Image.
You may also be interested in Learning Through Play Activities and Fun Family Activities That Teach.
