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Thursday, February 12, 2009

YAY! I voted for (against?) Mattel's Dallas Cowboy Cheerleader Barbie!

Reprinted without permission from an email I got this morning.

Mattel's Dallas Cowboy Cheerleader Barbie.

More than 6,000 votes were cast in CCFC's inaugural competition for the TOADY (Toys Oppressive And Destructive to Young Children) Award for the worst toy of the year. With 40% of the vote, Barbie sailed to victory over the Power Wheels Cadillac Escalade (21%), the Smart Cycle by Fisher Price (19%) Baby Alive Goes Potty (10%) and The Lego Batman Video Game (10%). The people have spoken.

Mattel didn't respond to our request for comment, but reached at her home in Irvine, Texas, Dallas Cowboy Cheerleader Barbie said, "Take that, Bratz! I beat out a $350 toy gas guzzler and a stationary trike hooked up to a TV. Thanks to all my friends at Mattel - I wouldn't be here without them."

For fifty years since her launch, Barbie has promoted the worst gender stereotypes to young children ("Math class is tough!" and "Lets go shopping!"), but the Barbie Dallas Cowboy Cheerleader Doll sunk to new depths. Rated appropriate for age six and up, the doll comes with the shortest of short shorts, stiletto boots, and a revealing halter top. The preposterously skimpy outfit allows children to get a better view of Barbie's dangerously thin body supported by impossibly long legs. The co-branded doll sends a clear message that they belong on the sideline, not in the game.

CCFC created the TOADY award in response to the Toy Industry Association's TOTY (Toy of the Year) Awards, which celebrate the most popular brands and toys often with little regard for their impact on children's wellbeing. Each TOADY nominee was selected for epitomizing one or more of the troubling commercial trends of the toy industry, such as marketing sex and/or violence to young children, promoting brands and screen time at the expense of creative play, and encouraging excessive and conspicuous consumption.

Thanks so much to all of you who participated in the TOADY process by voting, campaigning for your least favorite toy, and letting others know about the award. Many of you were also kind enough to let us know the rationale for your vote. To see why CCFC members voted the way they did - including a fun Wordle - please visit http://www.commercialfreechildhood.org/actions/whyyouvotedtoady.html.

And remember, it's only 365 days until the 2010 TOADY's. So if you see a toy you think is TOADY-worthy, be sure to let us know.
The Campaign for a Commercial-Free Childhood
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1 comment:

  1. mocknbirdFebruary 13, 2009 at 5:38 AM

    Hey JaJe! (that's my new nickname for you It's pronounced with a long A, silent E.) I can't believe I haven't followed a link to you here before! Love the new site! Are you still working the 'Bay for the thrift shop? Also, the link to your saurcraut recipe is fugged, can you post it again? I'm a cabbage-eatin' fool. I'm so happy to find you again!!! Be careful with that ketchup, it looks... a little... combustible...

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