Dora: Uproar or brilliant marketing scheme?
“Swiper no swiping!” shout my children as they turn the page of a favorite story, “Dora’s Thanksgiving.” Yep, I realize it is March, but we’re the family who rents Christmas movies in August. For some reason, my kids love mixing it up a bit.
So back to the whole Dora uproar. Did you hear? Well, it has to do with the intentions of Dora’s doll makers (Mattel) and her creative team (Nickelodeon), who are joining forces to create a new Dora for the tween years (5 to 8 year olds). (Sidebar here: I thought the tween years were just before the teen years so wouldn’t that be 9 to 12 year olds? OK, back to the uproar.)
I guess once kids hit kindergarten, Dora is out and fill-in-the-blank doll is in, and parents aren’t too thrilled with the choices. Marketing mavens at Mattel must have seen this as an opportunity. Leigh Anne Brodsky, president of Nickelodeon Viacom Consumer Products says, “The idea is Dora for more girls. The whole point was that this was created because Moms said help us.”
They’ll keep the original Dora with the bowl hair cut. She’s not leaving because remember the preschool crowd loves her, and why fix what isn’t broken. Instead they’re adding an older Dora, updating her hairstyle with a flowing layered look, hip new wardrobe and giving her a USB port to plug into your PC, so your tween can go on story adventures with the sweet, wholesome, perfect new role model for a girl. And here lies the problem.
Moms are not too happy with the new look. Sweet and innocent is apparently out, and Moms in the blogosphere are screaming “Streetwalker Dora.” I think that’s a bit extreme for this particular new kid on the toy block. I agree that there are prime examples of that tag in the doll aisle, but not this one. I think these Moms are a bit over the top in their assessment of the new Dora. What do you think?
Remember, it’s just a doll at this point. There is no TV series, clothing line, action figures, fruit snacks or movie deal being promoted . . . yet. My take on this: Mattel and Nickelodeon love the press, so, Moms, keep talking about Dora (as I am to blame as well) and watch the dolls fly off those shelves.
I think they should leave Dora alone and propose the new doll as Dora’s older sister or cousin.
I think the “new” Dora is an excellent idea, but maybe she should have a different name. My nieces love Dora but have really outgrown the younger Dora version.
I like the new look. I personall don’t think she looks like a streetwalker, look at how Barbie and Bratz are dressing nowdays. I just showed this image to both my children who are 3 and 6 and my 3 year old said “wowie a dowie” which is her way of saying wow and my older daughter said she was very pretty. I don’t think children will think any negative things about this doll unless they hear their parents buzzing about the scant clothing or whatever they are screaming. My 6 year old even asked me why was Dora changing and I simply said that she’s growing up just like you. I think parents are making this out to be more than what it is…a doll.
In my opinion, I found the idea of Mattel and Nick is brilliant and realistic. Yet still, a child-friendly alternative. Skeptics must realize that a having grown up version of a certain character is a proven formula done by several cartoons including Dexter’s Lab, Ben10, and Rugrats. They’re also like us growing up and learning new things.
I think it is a cute idea, my youngest daughter is 4 and outgrowing Dora who was everything to her a year ago. I like it much better than a Bratz doll etc…
Im fine with the idea but aimed at 9-12 year olds?
Are you kidding?
A large majority of kids at that age have no interest in that
Ummm I don’t think many people that age would choose her as a role model
Mar 26th, 2009 at 8:03 am
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