Toys R Us We Are Watching
I had a great day today. When I got home around four pm, I was feeling tired, in a way only the sun can bring about fatigue. I was calm and feeling content and peaceful. Getting out of the car, my kids were sweaty, hair wind-swept and their feet were dirty. They carried with them flowers they had found on the ground to give to mommy, who was at home recovering from a cold. In short, I was basking in the glory of a day well spent at the Sungei Buloh Wetland Reserve and Bollywood Veggies. See for yourself:
As my children prepared for bedtime, someone in my network posted this article with a link to the following Toy R Us commercial.
I was immediately stewing in indignation. I tweeted a few angry tweets and shared the video clip on Facebook, but was left unsatisfied. I knew I would not be able to leave this alone until I wrote about it and explored why I was so upset.
I am lucky. I do not live in the US where my kids are constantly bombarded with TV ads. But I do still feel the effects of corporate bullying on our family’s collective psyche. And ads like this are more than just a cute way to get kids to buy toys. Ads like this are weapons used by consumer culture advocates to create a new generation of kids who are becoming more and more disconnected from nature, and more and more obsessed with consuming corporate culture.As parents and teachers, we have a responsibility to say something, do something when we see flagrant disregard for our own values in the face of this consumer attack.
It’s hard being a parent. I get it. I love the movies. I even love the toys. I occasionally shop at Toys R Us. I have two kids, how can I not? But at the end of the day, how far I allow my kids to be manipulated by this kind of garbage is up to me.
I sat Kaia down and showed her the commercial and asked her what she thought. She is seven. She mentioned that a trip to Toys R Us to get whatever she wanted sounded pretty cool. (She actually used the word amazing!) My rage was palpable. But what about today, I asked. Didn’t you have fun? Would you rather spend time in the toy store or sitting under that fig tree we saw. (This tree was amazing by the way)
No, the farm was really cool. She said. It was fun seeing all the fruit trees and watching the Skinks in the mangroves. Ah, there it was satisfaction! The fact that kids love nature is no mystery. I can remember countless hours spent exploring western Marin county and Samuel P. Taylor Park. But like most things in their lives kids need our help to gain exposure to nature. I am beginning to wonder if addressing Nature Deficit Disorder is not a bigger problem than showing kids how to use iPads. Take a look:
Why are we not having regional conferences on how we can bolster our schools outdoor programs? This problem with urbanization and distance from nature, seems to be a global problem. The thing that makes me so mad about the Toys R Us ad, is that it is hard enough getting kids to engage with nature without the not so covert corporate interference. But their tactics are nothing new:
So what now? Who cares? What do we do?
1. First step, should always be to talk to our kids! Our own children as well as the ones we teach. Show them the ads, talk to them about the messages, show them alternatives. Expose them not only to nature, but show them the contrast to the corporate culture that thrives on their disconnections from nature. I plan on showing this post and the videos to my Be The Change class first thing Monday. I suggest you do the same.
2. Take the kids outdoors. Embolden your outdoor ed programs. Take your kids outside and let them play and explore and get dirty. Teach them the names of plants and animals. Arrange field trips. Spend your weekends as a family in nature.
3. Speak up. Tweet, share, write about these companies and tell your friends to do the same. In this day and age of connectivity, it is audacious for a company like Toys R Us to make an ad like this and not expect massive blow back. Show them that we are here and not happy about what they are teaching our children.
4. Boycott? Not sure on this one. I am not against toys. I remember the thrill of going to Toys R Us as a kid, and I see the value of toys (even corporate ones) I want my kids to be aware not shielded. I want them to notice and see the grotesque commercialism of some products and ideas versus other more Eco-friendly ones. I want my kids to be able to enjoy a great day at the Nature Reserve and come home and play with dolls they love. I know corporations only listen to the dollars and cents, but I would like to think that a powerful campaign could do more than not buying my kids toys. However, I will limit my shopping at stores like Toys R Us and try to find alternative stores that offer better toys.
5. Let’s make some posters and videos and projects to get kids excited about nature and share them amongst our schools. Student generated ones would be even best. I will ask some groups in my Be The Change course to take up this cause. I will share what they create.
I feel better! I had to get that off my chest. I wish you could have seen the look on my kids faces as they ran between cocoa and coffee trees barefoot today. As they saw a “real” scarecrow. Felt the humid heat and enjoyed the rain drops. Felt the mud between their feet and saw where bananas come from.
Sorry Toys R Us! I have never seen them look like that leaving one of your stores. It was a magical day. One that was much more exciting and memorable than wandering your florescently lit aisles looking at toys that try to show my kids how to be girls.
Would love to hear your thoughts! What are you doing as a parent or a teacher to get your kids exposure to nature? What project ideas do you have? How can we show Toys R Us that this type of message is unacceptable?