Wal-Mart is stocking a range of religious based dolls, such as a "talking" Jesus and "action figures" like Samson in the Lion's Den. The range comes under the banner of "Tales of Glory" range made by a company called One2Believe.
Apparently, the PR around the launch claims, the market for Christian based products is a growing market in the USA. This is the latest and one of the more public attempts to try and make religious based products, have a more mass appeal. The company One2believe bills it as the “battle for the toolbox”.
It is argued that the emergence of (and need even for) a line of wholesome dolls and toys is a much-needed counter-balance to the more sexy and violence inspired dolls available for kids today.
The success of dolls like the "Bratz" with their sassy clothes and attitude has mortified many parents and conservative observers.
But I wonder if these new dolls may focus too much on the well-intentioned buyer of toys rather than the user, the kids. It could well be that the way they have been portrayed as the “battle for the toy box and marketed as such may be risky.
Toys become hot (and die just as quickly) because kids crave them and pester their parents, grandparents and other gift buyers to get them for them. This is usually because their peers all have them.
Toys that parents want their children to play with are unlikely to get the kudos and "cred" required. I assume it is a bit like the first few boyfriends young girls have - the ones the folks like are doomed.
I also wonder how the "play factor" will work.
Aren't the stories for these dolls pretty fixed? Aren't they laid out and defined in the bible?
What is likely to happen when a kid's mind is let loose on them? Will Jesus become a “Rambo Jungle Loving GI Joe style-murdering machine” seeking out and ruthlessly killing enemies?
Kids may not stick to the wholesome intent and subvert the intended message. Is this a good thing or bad thing?
Perhaps the toys will be used less for free play and more as a way for parents to tell and bring alive the bible for children. Giving them something more engaging to use and role-play with. But then what will the kids do and play with?
In the book "Real Toy Story" that explores the nature of the industry, the author talks at length how risk takers and innovators have been driven out the market. So seeing a store like Wal-Mart giving this a go is to be applauded.
But, a big part of the reduction in innovation in toys is, the book argues, due to the major retailers like Wal-Mart whose focus on costs and high turn rates has meant only the safe and similar (or film tie in toys) usually get listed. So it is good to see some risk being taken, though I wonder how much of the "risk" is really about deflecting criticism for selling hot sellers like "Bratz". Maybe the real benefit being looked for is PR than sales here?
I do wonder if the real targets for toys (kids) are not the key factors here. It is more about parents being able to feel they are doing more of the "right thing", and for retailers to argue they are too?
What do you think?
1 comment:
Being brought-up in a very religious environment, one of my first boks was the Bible for Children, and my first doll was Nancy, on her 1st communion dress...Needless to say I quickly made sure I was offered a "princess" dress for my doll, so she could have a broader wardrobe. A few years later Nancy was replaced by Barbie, on a party suit, and I have to admit I couldn't stop looking at her magnificient breasts...You could argue I was in sin.
My point is that I struggle to imagine a 6 years old boy playing with a Moises-like toy, to see if the water of the sea will split...
I agree that there is a worrying increase of superficial values in our society, sometimes not the best influence for kids. I don't think however that a religious-labelled toy is going to change that, and certainly, they are not thinking about the kids when they are doing this commercial activities.
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