Michelle Bakelaar – Consuming Kids…

Posted: January 9, 2012 in Uncategorized
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Consuming Kids…

As we examined the basic topics and themes that we will be looking at throughout the semester, I was reminded of a video that I viewed in Children, Toys and Media (CT326) last semester. This video specifically looks at how consumerism affects children. It is scary to think of the impact that consumerism has on children basically from the day they are born. As adults we can attempt to distinguish that we are being sold to, but as children they do not know any better. This creates children that have a constant “want more” attitude. I found this video interesting and thought I would share it.

This is the trailer for the video:

Michelle Bakelaar

  1. ct340blog says:


    I too took this course last semester, and was thinking of the similarities between the classes.

    It is hard to believe that commercialization can be found everywhere we go. Even our young children cannot escape it. We see these children as ‘spoiled’ and ‘brats’ but is it really their fault? They are just asking for what they are told they ‘need’.

    Disney and other children brands are marketing our children knowing that they are now consumers of the world. It is scary to think about how these children will be as adults.

    We must teach them how to escape this ‘branding’ and consumption at a young age in order to save them in the future.

  2. Nicole Blume says:

    This summer I worked as a nanny for a family friend, the boy is five years old and absolutely obsessed with LEGO and more specifically Star Wars LEGO. It was overwhelming to see exactly how much he had, being an only child, his parents indulged this fascination, by rewarding him with these products and even going as far as to order products unavailable in Canada,online. His previous obsession had been with the Cars products.

    It alarmed me the amount of products available with such branding, toys, clothes, toothbrushes/paste, snack foods, tv spin offs, games, books, bedding and the list goes on.

    I think that its almost disgusting how branded and child friendly the act of consumption and branding has become, encouraging such obsessions and parents spending ridiculous amounts of money on things simply that are wrapped in packaging featuring their child’s favorite fad. This only furthers, as your video explained, the likelihood of their children becoming ‘super consumers’ and not seeing the value of products beyond their branding.

    • ct340blog says:

      Michelle Almeida – Reply to Michelle Bakelaar

      I also took this course last semester and noticed a few similarities with regards to the readings in the text. I didn’t actually realize how much advertising went into creating a consumer attitude in our children until taking the course. The begining of the full video is especially alarming because it describes that while children spend thier allowance, or birthday money in the toy industry, the majority of the spending is done by parents with the help of the nag factor in children. The video explained that children’s advertisers attempt to create commercials that stimulate this nag factor in children so that they consistently nag thier parents for the products advertised even after the commerical has ended.

      Even when I first enrolled in this course the idea of children as part of our conusmer society never really crossed my mind. An interesting article that was ready in our class describes the different approaches to children’s advertising.
      here is the link:


    • I don’t know about you guys, but I’ve always thought of Lego as something that is healthy playing, and encourages kids to think in new ways. For your benefit, here is a link to a page which has 6 different available studies done by different people on Lego and its benefits:
      I don’t want to hear anything about it being on lego.com, that doesn’t make them illegitimate. They weren’t done by people on Lego’s payroll. Say what you will about consumerism, but be careful where you point fingers.

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