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Activist Group Urges Toy Makers To
Address Parents
Aaron
Baar
Media Post
October 27, 2008
Even as retailers and manufacturers start their holiday
promotions early--because of a late Thanksgiving and
continued economic worries--to try to shore up holiday
sales, the Campaign for a Commercial-Free Childhood is
urging some temperance when it comes to advertising.
The consumer watchdog group has sent a letter to CEOs of
the country's major retailers, as well as game and toy
manufacturers, encouraging them to redirect advertising
aimed at children toward their parents instead.
The Toy Industry Association did not return a request
for comment.
"Given how serious things are right now, there's almost
an obscenity to dangling these products in front of
children at this time," CCFC director Susan Linn tells
Marketing Daily. "We understand companies' need to get
the message out about their products; we're just asking
they [direct them at] parents."
The letter accuses the companies of turning children
into their "lobbyists" during the holiday season. "Since
it's parents, not children who can truly understand
their family's financial situation in these difficult
times, it is more important than ever that you respect
their authority as gatekeepers," the letter continues.
In September, the National Retail Federation forecasted
a 2.2% increase in retail sales (to just over $470
billion) for this year's holiday season. That would be
far below the 10-year-average of 4.4%, and make it the
worse year since 2002. Other groups, such as TNS Retail
Forward, have predicted the holiday season will be the
worst in 17 years.
Most retailers and toy companies have created
advertising--kid- and parent-directed--months ago, well
in advance of both the holiday season and Wall Street's
collapse in September.
Nevertheless, Linn says, there will be enough public
outcry (the group is also trying to organize a consumer
letter campaign) to encourage companies to change their
marketing strategies.
"It's a whole new world out there than when companies
were planning their campaigns," Linn says. "We're in a
real emergency, and families are hurting in ways they
haven't in years."
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