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February 26, 2006
Contact: Josh Golin (617.278.4172;
jgolin@jbcc.harvard.edu)
FOR IMMEDIATE RELEASE
CCFC to Scholastic: No Bratz in Schools!
(Boston) Amid increasing concerns about the sexualization of
young girls, the Campaign for a Commercial-Free Childhood is
urging Scholastic, Inc to stop promoting the Bratz brand in
schools. Bratz dolls were recently singled out in a report by
the American Psychological Association for contributing to the
sexualization of young girls. CCFC launched a letter-writing
campaign urging Scholastic to stop selling Bratz items such as
Lil’ Bratz Dancin Divas, Lil’ Bratz Catwalk Cuties, and
Lil’ Bratz Beauty Sleepover Bash through its school-based
book fairs and book clubs.
“Commercially-driven, sexualized stereotypes have no place in
school,” said CCFC’s co-founder Dr. Susan Linn, author of
Consuming Kids “By allowing Scholastic to promote the
Bratz brand, schools undermine their own efforts to educate
girls to believe in themselves and nurture their academic growth
and development.”
The
best-selling Bratz dolls – whose wardrobes include
ultra-miniskirts, fishnet stockings, and bikinis – are marketed
to girls as young as four. The Bratz brand includes TV
programs, DVDs, web sites, accessories, clothing, and even a lap
top computer.
“The Bratz send a host of harmful messages about play,
appearance, sexuality, and what it means to be a young girl,”
said Dr. Diane Levin, professor of education at Wheelock College
and co-author of the upcoming So Sexy, So Soon. “They
teach girls to focus on appearance and fashion, to aspire to an
eating-disordered body, and to play at being sexy before they’re
even capable of understanding what sexy means.”
“No parent wants their young daughter targeted by brands that
promote hyper-sexualized behavior,” said Joe Kelly, president of
Dads and Daughters. “And when the marketing takes place in
school, to a captive audience of students, it’s even more
pernicious.”
Scholastic has been the target of increasing criticism because
so many of its in-school programs promote commercial toys and
media. In response to complaints from its members, CCFC
recently released
A Guide to Commercial-Free Book Fairs which encourages
parents and educators to work with local booksellers to hold
book fairs that are free of corporate marketing and media
tie-ins.
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Take Action
Tell Scholastic
to Stop Promoting Bratz in Schools
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