I’m in the middle of Susan Linn’s book Consuming Kids. It’s an enjoyable, informative and sometimes horrifying account of the marketing-to-kids industry. Yes, that’s right – marketing to kids, who have no disposable incomes of their own.
Apparently, marketing to kids is a pretty effective way to make some major corporate cash for a few reasons. First of all, the very young ones are easily persuaded because they cannot understand the abstract concept of persuasion. The idea that someone wants you to do something for their own selfish motives is just not cognitively processable. So they don’t realize they’re being had. Kids are also attracted to glitzy stuff. Toys that go beep and “do” things like dance or talk. They are also attracted to the back stories marketers develop about their products to fill the 30 second commercial slot. These back stories make kids identify with the product as a character, not as a toy. This is potent stuff for a little being who is learning to discern fantasy from reality. With all these means of tugging at kids’ developing identities, marketers poise kids to unleash what is known as “Pester Power“.
Ask (50 times) and ye shall receive.
One of the tragedies of the marketing to kids industry is that, of course, the main goal of the companies is to make money. To make money you need to sell a lot of stuff. And to sell a lot of stuff you have to utilize planned obsolescence. To utilize planned obsolescence with toys you have to make toys that can only do one thing. Herein, my friends, lies the kernel of the tragedy of the kids’ toy industry.
I want to connect the dots a little here to illustrate how this is problematic for individual well-being and, indeed, individual happiness.
First of all, let’s get on the same page about the existence of a great number of toys out there with one “role” (the whole planned obsolescence thing). You already know these toys are out there, and quite common, if you have talked with a kid recently about a new toy. “What’s it do?” he or she will ask.
So here is an examples: planned obsolescence with Legos.
Let’s look at Legos. I loved Legos when I was a kid. Why? Because you could make anything. But no longer do Legos come in an assorted heap of potential. These days, they come in kits. I went online to Lego’s site to pick an example. First, you are taken to a menu where you can pick with which cross-marketed story you want to play.

Lego shows us a good example of the cross marketing they do with the movie industry. Movies provide kids with the backstories and character identification... Legos provide the kids with a chance to act it out at home. Seems innocent enough... or does it?
I’m a woman in my 30s which makes Johnny Depp more appealing than Daniel Radcliffe, so I clicked on the Pirates of the Caribbean icon and was catapulted into the world of Johnny Depp in Lego form. And, oh, what treasures I found there! Here’s a screen grab.

This is a pretty good example of a product that has a backstory and a pre-scripted role. The product contains props from a specific scene from the movie. I know because I've seen it! This kids will have seen it too, and they know exactly what is supposed to happen. Oh, but if they forgot, there's some text there at the bottom to remind them. "Can they manage to stay upright and still stop the Flying Dutchman... from scuttling away with the prize?" Well, I forget, but I'm guessing "yes" since there was a sequel. Or three.
In the main picture box is the product I’m learning about. To the left are all of the Lego products that capture the plot of Pirates. So of course, designing toys along these lines encourages kids to feel that they “need” all 8 kits to have everything needed to reenact the Pirates of the Caribbean story. (Oh, by they way if you do buy all 8 that will cost you $371.92. Plus tax.)
So imagine that you have enough spare change to fork over $400.00 for your kids’ interest in running from Lego cannibals and blood-thirsty mermaids. Money aside, why should you care?
Wait – let’s go even further – violence aside, why should you care? (There is another vast literature on violence in the media and childhood development. That’s an important issue, but in my opinion not even as important as the one I’ll be addressing here).
OK, maybe you got it from the post title: “toys and creativity”. But how does all this kit production affect creativity? Let’s see…
Kids are masters of imitation. That is one reason humans are so successful at learning. Imitation is one of the main ways kids learn how to do things. Because of this, regarding everything from language to actions (e.g., hammering a nail, constructing with Legos), kids really like to do things “right”. They are also fascinated with rules. If you’ve worked with kids, or are a parent yourself, you know this. So when there already exists a blueprint of what something should look like, kids want to get it just right. Want to test this for yourself? Sit down with a kid and a Lego kit and put something in it’s “wrong” place. The ever-preceptive kid will correct you, just as they “correct” themselves. “No! Jack Sparrow goes over here with the Wheel, he doesn’t climb into the ship yet!”… for example.
What this means is that kids with toys that have pre-defined roles or scripts become stuck in what psychologists call “functional fixedness” – they so closely associate an object with it’s “correct” function that they cannot conceive of a novel way to use the object. Functional fixedness is pretty much the opposite of creativity, and being so fixed is going to ultimately lead to an inability to be playful, an increase in feelings of boredom with their scripted toys, and as they travel into adulthood possibly an overdrawn bank account (as their only means of being entertained will be to continually buy things they quickly tire of.)
And finally, creativity is positively associated with happiness (e.g., Pannells & Claxton, 2008). What that means is that people who are more creative are happier.
So essentially, kids with an over-abundance of toys with predefined roles will ultimately be less happy than kids with fewer of these toys and/or toys with no predefined roles (e.g., cardboard boxes and markers).
Savvy?
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