5 Reasons Why Classic Toys Should Stay Classic

I'm intrigued with this recent New York Times article: Go Directly, Digitally to Jail? Classic Toys Learn New Clicks. On one hand, it's another one of those 'yup, not surprised'-type articles, like the recent My iPad, My Babysitter study results via Mashable, or Screen Time Higher Than Ever for Children, Study Finds, also via The New York Times, or Always-Online Future Good for Our Kids? via The Globe and Mail.

We know, we know. Speaking from experience, not a day goes by where my own children aren't clamoring for my iPhone or whining to watch YouTube videos or play games on my computer, which is precisely why I'm not buying and iPad or upping their screen time allotment anytime soon. Our house is buzzing too much already! Now. Don't get me wrong. Apps are great. I love kids apps! Some of my most favorite clients are children's apps. But... app-propriately... there is a time and a place and for us that means not ALL the time.

Will I buy the new digital camera/Barbie for my daughter or the Match Box app for my son? Absolutely not. Do we still love classic Barbie and collect toy cars? Of course! Still, I have to say that Barbie and other classic toys like Match Box are treading into dangerous territory. Just because a brand can leap into high tech and take on some clever new features, does not mean it should. Here are 5 good reasons why.

1. There’s a reason why they call then classic toys. Classic toys are "classic" precisely because they stand the test of time. The playability is consistent, the barriers to entry are low, the product is durable, and the toy can be enjoyed via multiple generations. That’s the reason why “evergreen” brands have longevity. They aren't fads. People buy these products year after year. If you are a children's toy manufacturer and you are lucky enough to have a toy that is considered a classic, why would you want to mess with a good thing?

2. Bells & whistles aren’t necessarily better. Just because you are “upgrading” your product doesn’t mean consumers will see it that way. In fact, added features can really detract from a brand's core purpose. Remember "new" Coke? It was a branding disaster. Think about all of the classic products you've enjoyed over the years that suddenly altered their features in a "new and improved" way that were a huge turnoff to you as a loyal customer. And what did you do? You switched brands.

3. People are getting tired of technology. Not in the broad sense, of course. High tech is a hugely important part of our lives and the economy. But not everything needs to be or should be technologically-enhanced. There are plenty of us who type away on our computers and smart phones all day and can't wait 'til we can get to a place where we can turn it all off and snuggle up with a good paperback book. Kids are the same way. They need a break from the constant high-tech distractions in our lives and it's our job as parents to ensure they have some down time. And what better way to experience some quality down time than with a trusted classic toy that doesn't come with any annoying bells or whistles?

4. It dilutes the brand integrity. Say what you want about Barbie. She’s not a good role model, she creates body image issues for young girls, whatever. These things are not new. But when "new" Barbie now comes with a built in digital camera she loses her core identity, which is a terrible thing for a toy. I say Mattel is missing out on the real point of Barbie, which is that she teaches girls about self-expression and identity. Barbie can be a doctor, Barbie can be a teacher. Barbie can be a race car driver. Barbie can be the next Queen of England. But should Barbie have a battery pack? No! It's a totally different archetype and puts her in the category of toys that click and whir and magically "do stuff," which is all fine and good, but the fact of the matter, it has nothing to do with what Barbie is all about. Case in point: the uber successful American Girl dolls. Although the brands are very different and they market to alternative niche audiences, Barbie and American Girl actually have the same archetype. Both brands are about self-expression and identity. There are about a million different and wonderful ways to go in terms of types of dolls, themes and accessories, but I’m willing to bet real money that you will never, ever see an American Girl doll that requires a technological download. It would ruin - I repeat- ruin, the American Girl brand.

5. Classic toys are cool. Anyone who cherishes the Melissa & Doug brand of wholesome no-tech toys, the simple, yet highly interactive Alex kits, watched their kids spend hours creating Lego masterpieces or role play with dolls will tell you that it's the classic toys that kids cherish most. These are the toys that they go back to again and again. The ones that mom or dad save for the next generation. The ones they are willing to spend a little extra money on because of the quality and durability, and not for the latest download.

How about you? What are your favorite classic toys?

… and this little cookie launched a major viral marketing campaign

The Girl Scouts have grown up a lot since they launched their lackluster “Girl Scout Cookies Venture Into Cyberspace” PR campaign a mere three years ago.

This year, the campaign is terrific. Why? Because it isn’t about the cookies. It’s about building a strong Girl Scouts brand, which is at the forefront of the messaging:

Every Cookie has a Mission: to Help Girls Do Great Things

This week’s BrandChannel “Brands We Love” column reports that this most recent Girl Scouts campaign is a precursor to an overall rebranding plan that will be unveiled later this spring, focusing on how scouting builds leadership, helps teach girls how to manage money and how cookie sales help drive philanthropic efforts locally and abroad.

Now that you know all of that… don’t you feel justified in buying a few more boxes of Girl Scout cookies? I know I do.

The Best of Both Worlds: Predicting yet another Hannah Montana success story

With the Hannah Montana movie opening tomorrow, I'm going to go out on a limb here and make a prediction: it's going to be a huge box office success. How do I know this? Everything about the marketing and branding machine behind all things Hannah and Miley have been carefully orchestrated to optimal effect. Cute, wholesome teenage girl that doesn't remotely remind us of Britney, Paris or Lindsay? Check. Story line with a moderately appealing plot? Check. Perfectly timed movie release around Easter and spring break? Check.

This week's LA Times article, "Miley Cyrus Blaze of Modesty" further points out that the "ultra Disneyfied" fashions reflect the shift toward more parent-friendly tween fashions. And according to Common Sense Media, a non-profit organization dedicated to helping families manage kids media, the movie "is upbeat and perfectly G rated ... yet another marketing tool in Hannah's merchandise-rich world. The sexuality is completely innocent -- flirting, slow dancing, conversations about relationships, and three really short kisses -- and there's no language, drinking, or smoking. Expect frequent physical comedy (pratfalls, getting hit with a ball, bitten by an animal, etc.) and one scene in which Hannah and Tyra Banks fight over a pair of shoes."

So there you have it. What's not to love? Disney figured out a long time ago that the success of their brands depends not only on the popularity with kids but just as importantly with their parents. It's a winning combination. And that, I must say, is the best of both worlds.

Exploring Dora the uproar

What's the big deal about Dora growing up? She's still "sweet, wholesome and adventurous, a perfect role model..." according to Mattel and Nickelodeon execs. She's just now, well, older. And therein lies the problem.

This new "tween" Dora, which is really just an interactive doll with a USB port and some new online adventures, has really hit a negative nerve among its core target audience, according to a recent AP article. And in my opinion, justifiably so. Remember "new" Coke? Tropicana? Allowing Dora to grow up is not just a brand extension, it's a major change in brand strategy.

I'm amazed that with all of the marketing and strategy muscle behind Mattel and Nickelodeon, they failed to recognize this basic premise.

Just because parents indicated that they wanted "a way to keep Dora in their children's lives and have their daughters move on to a toy that was age appropriate" does not mean that the core property (especially one that has been so successful to date) needs a makeover. It just signals an opportunity for a brand extension. Why couldn't they just create a new character, say, with a similar strategy as Diego? Hey, now there's a novel idea.

The older Dora doesn't even look like the Dora we know and love... and that's probably the saddest part. Once they launch this toy in the fall, there's no going back. I wish they'd just give her a new name. She could be a long-lost cousin, older friend, new stepsister. Anything.

Jean-Pierre Dube, professor of marketing at the University of Chicago's graduate school of business nails it on the head: "A lot of people think of Dora as something for their small kids. And part of the reason people like Dora is because it teaches their kids to be inquisitive and curious in an educational way, because no one wants their kids to grow up fast...people really cherish and value what Dora represents, and if you start trying to license that out or extend that brand, this is a really risky thing to do," he says.

Honda rides with Disney and HS3

Teenager to Mom: "Hey, as a reward for getting good grades, being such a great kid and having a perfect driving record, I think I deserve a really nice graduation gift. Like a car."
Mom: "Oh. What did you have in mind?"
Teenager: "A minivan. Pleeeease mommy?"

We've all seen Honda's clever Odyssey TV ad campaign that's been going on for a few years now-- hippie graphics, funky music and all. I assume I'm in the target audience as a Gen X mother with 2 kids who loathes the idea of a minivan but finds the Odyssey an attractive option, since it's not really a "minivan" per se, at least not in terms of its brand identity.

Now Honda is attracting a younger audience with its partnership as the exclusive automotive partner to Disney Pictures' High School Musical 3: Senior Year. According to Tuesday's Media Post article:

"Honda's co-branded campaign for the film, which opens Oct. 24-- includes TV spots, radio, print, and online elements. The film also features a raft of Honda vehicles, including a Honda Odyssey minivan driven by Gabriella's mother, Mrs. Montez; a pink S2000 coupe driven by Sharpay, a Pilot compact crossover and a Civic Hybrid.

The effort will include a cross-branded 30-second TV spot for the Odyssey that will run on cable networks and network shows in October, and a branded spot on the Disney Channel. One spot shows the minivan "driving" through the animated world of a Wildcats senior yearbook. A co-branded site, www.Disney.com/RidewiththeWildcats lets visitors watch videos and play a thematically related driving game.

Tom Peyton, senior advertising manager at American Honda Motor, says Honda is reprising a role it had in "High School Musical Two." "We started with Disney a few years ago when we became a partner of Disney Land," he tells Marketing Daily. "That gave us inroads to talk on other projects."

He said that while other Honda vehicles are spotlighted in "HS3," "it is primarily about Odyssey. We're trying to reach families; these are the right households for us to talk to."

And that's precisely the point. Honda and other automobile makers know that kids, tweens and teens have a huge influence over major purchases, especially the family automobile.

One other very important note: This may or may not come as a surprise, but the High School Musical franchise's core fans aren't teens. They're tweens and kids, some as young as 4 and 5. (I know this because my almost 6 year-old daughter and her friends are obsessed with all things HSM). This is the the audience that will think this whole branding and media blitz is cool. They also think (unlike the teenagers I know) that minivans are pretty cool too.

PBKids= Perfectly Branded to Moms (and Kids)

Just got the new Pottery Barn Kids catalog in the mail. All I have to say is... wow, good job. The photography, art direction and copy is excellent. I wanted to buy everything. Why? The colors are vibrant and fun, the designs embody just the right mix of classic-meets-kid-friendly, the quality appears to be high, and, perhaps most importantly--as a parent, the brand appeals to me on a emotional, subconcious level. After a long day, I found it soothing to sit down, relax and peruse the catalog in a dreamlike state, much as I would a travel magazine. What if my child's room looked like this? Or what about this? Oh, wait, how cute, look at this. Seeing pictures of perfectly groomed children doing homework on perfectly painted desks--color coordinated with their room decor-- only served to enhance my fantasy. If only I had some Pottery Barn Kids furniture, my life would be more perfect, my kids would certainly be more perfect and of course my home would be clutter free!

This is the power of a strong brand - the ability to tap into emotional issues (or in my case, neurotic tendencies to be a "perfect parent") and connect on a deeper level. And I'm not the only one who found the catalog appealing by the way. My daughter came up to me while I was on the couch and said "Hey, what is that? I want some things out of that catalog!" She went to the kitchen, grabbed a felt-tipped marker and proceeded to flip through the pages, circling everything she wanted. I asked her what it was about the brand that she liked so much and she just shrugged. "I don't know mommy, I just do."

Getting started

It's taken awhile, but I've finally decided to start a blogging. My hesitancy hasn't been so much about what to say, but how to focus. I'm not interested in blogging about my kids, although they do fuel my business on many levels and are a constant source of entertainment. I'm not going to be a news service on what's going on in the kids industry at any given second; I have better things to do with my time. I won't write product reviews or book reviews although I may mention them as part of a larger trend I see in the industry. I'll blast the companies and ad agencies that are harming kids with obnoxious campaigns and inappropriate messages but I'll be kinder to those who miss the mark in targeting kids but whose underlying mission is well-intentioned. So here's what I will do: I'll compile, I'll focus on what's creative and cool, and I'll be critical every step of the way.