If you’d like more information about why Disney is evil, check out the documentary, Mickey Mouse Monopoly.
For more information on media awareness, look at the resources in the Unbranding section of this blog.
This is for all y’all who might think I’m a potential tinfoil hat society member for my thoughts on protecting my children from marketing ploys. According to this New York Times article, representatives of Disney’s new “DisneyBaby” line have been making the rounds at maternity wards. Here are some choice quotes and snippets:
“This is taking advantage of families at an extremely vulnerable time,” said Jeff McIntyre, director of national policy for the advocacy group Children Now.
“If ever there was an opportunity for a trusted brand to enter a market and provide a better product and experience, it’s this,” said Robert A. Iger, chief executive of Disney. “I’m extremely excited about it.”
How do you spell evil? I say I-G-E-R.
…the company gains access to the maternity hospitals through a company called Our365, a business that sells bedside baby pictures. Our365 pays hospitals for exclusive access, and companies like Disney pay Our365 to promote their own products. Our365 also has Fisher-Price and Procter & Gamble as clients. It is unclear whether mothers know of Our365’s financial ties to these companies.
No – they don’t – I know this for a fact because both times while I’ve been in hospital having babies, this junk has been passed off to me under the premise that it’s related to healthy baby raising.
A representative visits a new mother and offers a free Disney Cuddly Bodysuit, a variation of the classic Onesie. In bedside demonstrations, the bilingual representatives extol the product’s bells and whistles — extra soft! durable! better sizing! — and ask mothers to sign up for e-mail alerts from DisneyBaby (link removed ~ Mamá Leche).
“Apparel is only a beachhead,” said Andy Mooney, chairman of Disney Consumer Products. Also planned are bath items, strollers, baby food and an abundance of other products — all pushed with so much marketing muscle that Disney Baby may actually dent operating margins in Mr. Mooney’s division in the near term. But this is a long-term play, and it could have its greatest value far beyond the crib.
“To get that mom thinking about her family’s first park experience before her baby is even born is a home run,” Mr. Mooney said, adding that a surprisingly large number of families do not become consumers of Disney products until their children reach preschool age, when they start to watch Disney Channel programs like “Mickey Mouse Clubhouse.”
Really? A surprisingly large number? We are well into preschool age with our children and have seen hide nor hair of Disney in our house. Sadly, even Winnie the Pooh has been compromised. I really like that f-ing bear.
How do you spell evil? I also spell it M-O-O-N-E-Y.
Rachel Bernstein, an obstetrician-gynecologist in Fort Lauderdale, Fla., who is pregnant herself, said she was concerned about marketers using hospitals as customer hunting grounds. “But Disney is a nice company,” she said, “and I think my patients would actually be thrilled to get free Disney stuff.”
Can you say “Stockholm Syndrome?” Hello Patty Hearst! You are completely inculcated into the cult of Disney. The mass media assault works.
Elizabeth Carter gave birth to her daughter Olivia on Jan. 19 in Piedmont, Calif., and was given a Disney Cuddly Bodysuit as part of an Our365 photo package. “It surprised me that Disney was in there promoting something right as the baby was born, but we figured as new parents we weren’t in a position to turn free things down,” she said.
Mrs. Carter put the garment on her hours-old baby immediately. “And I have to say Olivia looked fabulous, much better than the rough, bulky thing the hospital had her wearing,” she said.
Piedmont, for those of you not in the know, is an extremely affluent area. Perhaps I’m wrong, but I equate affluence with education and education with awareness. Shame on the parent with no excuse to be so blind to this blight.
As for me, I’m happy to wear a tin foil hat, if that means keeping my family away from this stuff.
For more info, check out the section on Unbranding.
Mamá Leche 