Toys Receiving Makeovers: New, Improved, Sexy?
I’m not ashamed to admit, I have a bit of an obsession with the 80′s. I grew up in the decade, spend plenty of time listening to the music of the time, and have seen VH1′s entire I Love The 80′s series more times than I can count. I toted my books to school in my Lisa Frank backpack, wrote on the stationary, used the pens and pencils, all decorated with trippy-neon penguins, polar bears, dolphins. So last week when I read on Jezebel, that Lisa Frank school products have received an update, I was incredibly disappointed to learn that the brand has traded in fushia and purple unicorns for images that better resemble Bratz dolls.
Unfortunately this is just the newest in a string of recent “makeovers” that 80s toys and cartoons have received:
Polly Pocket’s wardrobe now consists of high heels, miniskirts, midriff tops, and knee-hits, and she’s no longer, uh, pocket sized.
Care Bears have been given flat bellies and long eyelashes.
Rainbow Bright was slimmed down and put in a stylish minidress, with long, flowing, model-style hair.
Strawberry Shortcake was slimmed down and made up too.
My Little Pony looks like she just got back from a shopping trip to Sephora.
And of course, the aforementioned Lisa Frank.
Which, of course raises the question – what messages are these toys and cartoons sending to young girls growing up today? I didn’t learn to loathe my body until I reached adolescence. Seventeen would offer diet tips. YM had a hair and make-up section, I began watching MTV after school. It was nearly impossible not to be influenced by this barrage of imagery, to not covet having “Cosmo cover hair” or wish for the body of a Calvin Klein model – I was too fat, I needed make-up, and hairpsray, my hair was too flat, I should diet, and exercise, and get trendy clothes.
However, before that time, it was all watching Family Double Dare on Nickelodeon, playing Sonic the Hedgehog, and Highlights subscriptions. Unfortunately with the “makeovers” these toys have received, girls are receiving these messages at a much earlier age. I’m not saying Rainbow Bright and Polly Pocket were perfect – I am saying however, that I didn’t feel “eyelash envy” towards the Care Bears. Girls today are surrounded by images of made-up, manicured, trendy dressing, model like figures – most of whom are sexualized – their school supplies and toys are covered in cartoons of girls in mini-dresses and high heels with giant heads and tiny little bodies; they turn on the TV and see Hannah Montana working a stripper pole during an awards show. The issue is that the influence is beginning younger than ever. I played with the aforementioned toys when I was in elementary school; we’re talking 2nd-3rd grade.
So, considering all this – is it really so surprising that 7 year olds today want to gyrate on stage in clothes more revealing than Julia Robert’s get-up in Pretty Woman? Everyone needs to step it up. Toy manufacturers – stop sexualizing toys! Let kids be wholesome for like, 5 minutes before they start feeling shitty about themselves. Anyone who buys toys for kids (whether it’s for the classroom, for daycare, or for their toy chest at home) – stop buying it. The less you buy, the less money the manufacturer makes, and if they’re making no profit off of Bratz Babyz, then maybe they’ll stop producing them.
Note: Dora the Explorer’s make-over was not mentioned in the post because she is a 90s doll. But her transformation is note-worthy.
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Serious question… will they really hate themselves any sooner? I wouldn’t think kids understand they’re different until they come of age anyways. I didn’t have a good grasp on self image ’till I was an adolescent; it didn’t matter what my toys or friends looked like.
I agree it’s a shame kids feel like they need to grow up fast… but kids have always had the desire to be grown ups, and the old versions of the toys all look like babies or little kids, so it’s only logical that the toy companies would pander to the kids desires. The toy companies aren’t hypnotizing the kids to like adult things either… it’s the kids looking up to their old sister/brother and parents and wanting to emulate them.
I wouldn’t be so fast to deem this a feminist issue.
Comment by Radrian — June 23, 2010 @ 5:24 pm
They’ll stop producing these toys when adult women stop wearing high-heels, miniskirts, and makeup.
End of story.
Comment by Gloria — June 23, 2010 @ 6:55 pm
Well, women were wearing high-heels, mini skirts and makeup in the 80s and the toys weren’t dieting divas.
Comment by Melanie — June 23, 2010 @ 7:08 pm
Another children’s character who received a recent makeover is the wildly popular Dora The Explorer. Her transformation surpasses these by far. When I first saw the “new and improved” Dora dolls I had no clue who the figurine was supposed to be.
Here is a link to the original Dora : http://triangulations.files.wordpress.com/2010/01/dora-the-explorer.jpg
And here is new Dora: http://gantokasiyun.files.wordpress.com/2009/03/tween-dora-the-explorer-revealed-18199-1237296575-13.jpg
Comment by Jess — June 23, 2010 @ 7:41 pm
Thanks for the links, Jess. We actually chose not to include Dora since this piece focuses on toys from the 80s and Dora is a 90s toy. But I’m glad you brought up this point since it is noteworthy to point out the overall trend.
Comment by Melanie — June 23, 2010 @ 7:44 pm
@Radrian
I agree that children have probably always looked up to adults – but playing dress up is a far cry from being constantly bombarded with “sexy” images. I don’t think you’re giving kids enough credit – to say that anyone, regardless of age isn’t affected by a consistent, non-stop exposure to these images, is too short sighted.
ABC recently reported on a 6 year old with an eating disorder, the article stated:
“According to recent studies, many fifth- and sixth-grade girls have tried to lose weight, Beresin said. It doesn’t mean that they will develop anorexia nervosa, but it does mean that they are feeling the crush of cultural and social pressure, he said.”
http://abcnews.go.com/GMA/story?id=126486&page=3
So yes, I would say they’ll probably learn to self-loathe so oner. Statistics are showing eating disorders are starting at younger and younger ages.
As you said the old toys looked like babies and little kids, but as far as I know these toys were quite successful when Care Bears still had big round bellies. The toys of today are teaching kids in indirect ways “You’re not good enough/pretty enough, etc.”
Gendered toys are a feminist issue, therefore “sexy” gendered toys are definitely a feminist issue.
Comment by Rachel — June 23, 2010 @ 7:51 pm
I do not see much problem with Dora, since he only looks as she has gown a few years. New Dora does not have high heels, neither short a skirt, I think she is fine. However I do agree on your post, yet I think it all depends on what we teach future our children about the images we see, not only on tv, but on every add as well.
Comment by JoanaG — June 23, 2010 @ 7:56 pm
Thank you for this post and comment #8, they make hugely important points. Polly Pocket was my favorite out of the toys above and I remember when they first made the decision that she was too much of a choking hazard to continue to be so tiny, which coincided with Polly toys being overwhelmingly fashion related.
Comment by Emily — June 24, 2010 @ 11:05 am
There is a difference between what kids worried about today and what they worried about in lets say the early 90s when I grew up. I was more interested in running in my backyard, being active, and burying my barbie dolls. I remember blushing heavily when Disney characters, from the few of their movies that I watched, kissed (there was something innocent in that reaction even though I had my innocence taken from me by inappropriate adults). I never felt that I was fat until High School actually (and I was not fat).
My nieces growing up today seem to want skinnier thighs (they already seem too thin!), they gyrate in a highly sexualized manner to any song, and of course they want longer straighter blonder hair, and not the wonderful dark curls our family has been blessed with.
I of course wanted to wear my mom’s makeup and ran around in her high heels whenever I got the chance but things seem different today. Adults would smile indulgently at my antics, there’s a sense of horror attached to hearing an 8 year old talking about “having sex with his hot babysitter” (It wasn’t true, but why would an 8 year old need to brag about that?).
Do not make the mistake of assuming that because they are children they do not understand. Children feel, understand, and react to a lot more than you’d imagine. We know that they can feel the subtle tension that arises if their parents are feuding, but we’d like to stick our heads in the sand when it comes to the sexualization of their world. There is no “coming of age” party for the understanding of kids, they grow and learn different values for their different ages, and increasingly understand more complex ideas as they age of course. However the message that these images in dolls send is clear to them, and they listen.
(Toy manufactures have even admitted that there’s a clear message about being slimmer in their characters’ makeovers. Funny that they sell their toys in unhealthy happy meals and then bombard children with images that they just aren’t good enough, slim enough, long haired or blond enough yet.)
Comment by Ellie — June 24, 2010 @ 11:52 am
@Ellie. Thanks for your insightful comment. They are truly appreciated. Given your mention of Barbie, you may also enjoy this recent Feminist Fatale post: http://feministfatale.com/2010/06/doll-parts-barbie-beauty-and-resistance/
Comment by Melanie — June 24, 2010 @ 11:56 am
I really liked this post.
Here in my country another famous 80′s toys was “Barriguitas” (“The Tiny-Bellies”? or something like that).
Here they are the ones I played with:
http://chefissworld.files.wordpress.com/2008/12/pict0475.jpg
You can see the belly:
http://1.bp.blogspot.com/_trwL80609U4/So_OyHgHyHI/AAAAAAAAAr8/Lov-vwN9xzE/s320/barriguitas.jpg
And here they are the “Barriguitas” today:
http://www.demartina.com/osc/catalog/images/pro/3110.jpg
Where are their bellies? They cannot be called like that anymore. And look at their Bratz-eyes!
Comment by Hhithere — July 1, 2010 @ 1:33 am
Toys from the 80 are the best. that is the era I grew up in and I loved all the fun toys, watching the commercials, and then begging mommy and daddy for the toy. I think todays toys are getting a little risque for children, but are still innocent at heart
Comment by Beverly Hills Breast Implants and Los Angeles Breast Augmentation — July 1, 2010 @ 11:44 am
If you think the new My Little Ponies are bad, you should’ve seen the second generation ones that came out maybe 5-10 years ago. They were tiny and super skinny (far skinnier than even the most malnourished real-life pony/horse) and looked NOTHING like the original MLP from the 80′s. At least the newer ponies vaguely resemble the originals, albeit a slightly thinner version of them. I think Hasbro actually did a decent job of listening to the 2nd-gen complaints and making the third generation closer to the original while still updating the look. (Personally, I don’t think any update was necessary, but I guess toy companies are worried that kids will find their toys old-fashioned/outdated if they don’t reinvent the products constantly.)
Some of these other toy makeovers are really surprising, though. Why did Care Bears need to be slimmed down, exactly? They’re teddy bears! They’re supposed to be round and overstuffed.
Comment by Alison — July 2, 2010 @ 11:47 am
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Pingback by Shaping Youth » Facelifts for Kiddie Characters: Rebranding ’80s Icons? — August 13, 2010 @ 3:30 pm
Wow. This is just really sad that little kids, specifically little girls, need to have such sexualized, toys that apparently have a one track mind and are only capable of shopping. There is more to life than pink, shoppoing, shoes, and being beautiful to get a man, especially for young children! Little girls do not need/should not need to worry about looking pretty, wearing high heals, sexually objectifying themselves to land “prince charming” who will probably turn out to be not so charming. my only problem is Why do we have to subject little kids to it? When we’re older it is understandable, but for a 7 year old girl, really?
Comment by Debora R. — October 4, 2010 @ 2:17 pm
I owned a barbie doll with blonde hair and blue eyes. Unfortunately they didn’t make asian barbies in the early 90′s. Thank god that period is over. But I find it surprising that carebears have slimmed down. They’re teddy bears! Seems like every child product and consumption is being sexualized these days. Skinny jeans, toys, disney movies,cartoons.
It’s really sad.
Comment by Joanne S. — October 4, 2010 @ 10:21 pm
These line of dolls only further the subservience of women and degrades their knowledge and their ability to do more than just shop and do their makeup in a way that would accentuate their best facial characteristics. It is these dolls that push the idea of becoming “a princess that is saved by prince charming” rather than becoming a successful professional.
Comment by Sadaf Abrishami — October 4, 2010 @ 11:06 pm
I remember playing with Polly Pocket, My Little Pony, Care Bears, and having a Lisa Frank obsession and to see all these changes is disgusting. Children aren’t able to be carefree as they used to due to marketing tactics. Children also have been growing up fast and it’s also evident in the current TV shows. I remember watching Legends of the Hidden Temple and thinking it was so cool and wanting to be a contestant. However, now children want to try and win trips to meet their favorite Disney star and be like the characters in the reality-esque TV shows.
Comment by Dalal C. — October 4, 2010 @ 11:45 pm
I think this is all a little far-fetched of you. When it comes to say, rainbow bright, all she did was grow up. She went from a 5 year old, to a teen. Logical, considering the time that has passed.
Strawberry shortcake? She was just made more modern. Little girls aren’t going to see a character in bloomers and be interested. Frankly, I dont know how they were when she came out. Who likes bloomers?
To me, if you dont like the cartoons/toys that are out nowadays, dont let your kids play with them. That simple. Be a terrible, sheltering parent. Instead, show these things to your kids, say, “Here’s your MyLittlePony!” and if they ask for makeup like the pony, you could get the little girls dressup makeup that hardly even shows up, and just tell her “But remember, you don’t need the makeup. Youre beautiful how you are.”
I think that the blame you put on everyone else, is a tad bit pitiful. Parents have always faced the challenge of negative influences surrounding their children. Only difference is, in todays world, parents dont take it upon themselves to actually raise their children. They’d rather have Dora the Explorer do it.
This coming from a 17 year old girl.
Comment by Lauren R — December 4, 2010 @ 7:08 am
@Lauren R
I’m not sure what you think is far-fetched about this post. Also, I’m a bit confused by your comment – you’re saying to shelter kids completely (something that is pretty much impossible at this point in time) and to buy them “pretend” make-up?
Even if a parent does a successful job in teaching their child to ignore the influence of the mass media, the barrage of imagery and messages is unavoidable. It has nothing to do with parents who let the TV raise their children. If you consider all of the places that would need to be avoided in order to escape the media, it’s impossible. In most major cities, billboards and posters line every street, and magazines cover end tables in the waiting rooms of doctors and hospitals. And in school, while there may not be media messages present, there are kids who are being influenced, and telling all their friends about it. Unfortunately we’re living in a time when “just don’t buy it” just doesn’t cut it.
Comment by Rachel O — December 6, 2010 @ 10:51 pm
Throw the TV out of the window and give them some proper toys. Your child gets bombarded with enough imagery on the outside. It helps to have some good stuff at home to compensate. And dont tell your childen its compensation, but learn them their stuff is just great fun stuff! Learn them how to play with toys! Spend time with them!
It’s the best thing my mom ever did. Your own imagination is so much more than whats shown on TV.
Comment by Janne — January 1, 2011 @ 2:26 am
To be honest the Lisa Frank thing annoys me the most, because I used to like collecting those.
Brite doesn’t seem to have changed much aside from an upaging. Failed marketing attempt to appeal to a demographic no longer interested in Brite.
The ridiculous hair is the only thing to set most of them apart…except for the Bratz invasion of Lisa Frank Land, for shame on whomever carried that decision through. May their name be stricken from record, their house stripped of valuables, and their wife stripped of knowledge and license! Theirs shall be a most lonely fall indeed!
Comment by vinz — February 25, 2011 @ 12:20 am
- Toys are now starting to influence children sexually. Teenage years are when people are first introduced to sexual ideas and become sexually influenced. This is bad because now children are becoming sexually influenced too early. Children have traditionally been allowed to enjoy their childhood innocent to sexual ideas; teenagers have traditionally known to face a lot of conflict and troubles, and experience many hardships when they first learn about sexual ideas. Because toy manufacturers want to boost sales of their toys, they are trying to appeal to children in a different way then they used to, which will most likely cause a lower median age for suicide rates, along with drug and alcohol abuse.
Comment by Hasan Gondal — March 23, 2011 @ 4:24 pm
The fact that we are buying into such sexified toys is the problem. Supply and demand. We buy it, they will sell it. The changes made to all these toys depict the rapidly changing society we live in, which is now accepting of more sexuality at a younger age.
Comment by Tiffany Majdipour — October 9, 2011 @ 11:47 pm
Couldn’t agree more. It is crazy how the transformations are being made. If people really can’t see that something is wrong by looking at that, then I don’t have any hope left. Not only are children being challenged, but even adults have “barbie and Polly pockets” to compete with..However, they are “real” and are called names like Kim Kardashian and Paris Hilton. If there is a stop to this at an early stage i our lives, then maybe we can be strong enough to see that we do not need to compare ourselves with a made up image that is carefully thought out by the media.
Comment by Tandis Shams Fard — October 10, 2011 @ 3:29 pm
Wow! This is ridiculous! Why change their appearance at all? Why are looks even that important? I think these advertisers and character-creators should be ashamed of themselves for putting so much emphasis on and reinforcing what the rest of the media says about body image, dieting, hair, clothes, etc. Now not only do teenage girls feel insecure about themselves, but young toddlers also are bombarded with messages that they are less than perfect and will never be as cute or as pretty as their favorite toy character.
Comment by Jennifer S — October 12, 2011 @ 8:42 pm
I find it bizarre that someone would comment that Brite seems the least changed beyond an “upaging”. Seriously–the character and story was meant for kids from 4-9. Why would you need to sexualize a character watched by 5 or 6 year olds???
And Strawberry’s bloomers being “hideous”? HA! I didn’t think that when I watched it as a kid, so why should it be any different now? Except that they have *made* it different by changing every. other. character. What was not out of place in the 80s designs is obviously different now.
The 80s characters were kiddy, cute, and round. The current ones are all over sexualized, focus on style, and anorexically thin. I’m not seeing this as an improvement.
Comment by jewel — November 28, 2011 @ 6:05 pm
Super post, really enjoyed it.
Comment by btdlaura — November 30, 2011 @ 2:35 pm
I’ve noticed the trend of small waists and wide tops/hips throughout material things advertised to young girls. This trend is teaching girls at a young age about beauty standards and self-image. Also, it’s making the acceptance of girls that don’t fit this beauty standard hard. There are not many positive images of big girls in the media. I’ve heard rumors that Disney may be making a plus size princess. I hope that will make fat-shaming and the idea of beauty standards go away.
Comment by Skye G. — January 14, 2012 @ 1:33 pm
It is sad to see that this toys have been modernized to new looks of society now. However, it is reality. People don’t want to expose girls to see things like a women wearing short skirts and a lot of make up but this is the image of a women now. Even if toys were left looking like they did in the 80′s there are many other ways girls will be exposed to a women seen as “sexy.” This isn’t an issue only with toys.
It is also an issue when it comes to foods. Kids in general eat a lot of manufactured food that makes them develop faster. Girls get their 1st period during elementary school and develop breast before middle school. Middle school kids know everything about sex. This is all part of the modern generation.
Comment by Juliana C. — January 16, 2012 @ 10:12 pm
As I scrolled down to see the changes they made to the toys I was in shock! Mainly because I played with/collected Lisa Frank notebooks, Polly Pocket and watched the Care bear movies. Looking at this honestly disgusts me and worries me.
I grew up a pretty happy kid. Sure I played in my moms heels and fooled around with her make-up. But not once as a kid did I see myself as not pretty or thin enough. Sadly that happened around high school my senior year where I developed an eating disorder that lasted me about 2 years. I didn’t have toys giving me ideas about how to lose weight, I had celebrities like Nicole Richie to look up to.
What I’m saying is these images of the newly updated toys sends out the wrong message to young girls. They will take one look at Rainbow Bright and think why am I not that skinny or why am I not blonde with beautiful long hair. It’s like we are spoon feeding them future eating disorders. I really think kids need to experience just being kids and not worry about looking like their TOYS.
Comment by Loreal Haber — January 17, 2012 @ 6:07 pm
I agree completely with what the author is conveying in her blog and the fact that we should stop purchasing promiscuous looking dolls for our young children. Companies are taking advantage of the young shoppers and implanting an unrealistic body image into their heads. Toy companies are robbing a young child’s innocence by exposing them to overly make up done dolls and are greedily making a profit from a child’s insecurities. Children should be able to enjoy their childhood and be free from the stress of looking beautiful and thin.
Comment by Sandy A — January 20, 2012 @ 4:03 pm
The changes in these toys are unbelievable. I have younger sisters who are constantly playing with Barbie’s and other dolls and I just never realized the harm they advocate. It’s sad to see how society is encouraging kids to grow up so fast.
Looks should be the last thing on a child’s mind. A happy childhood should be carefree. Toys and dolls should not portray any other meaning other than an object to play with. Manufactures need to realize the harm they cause to children who desire to look like a Barbie doll one day.
Comment by Sahar S. — January 24, 2012 @ 12:03 am
I remember back in the days when toys looked innocent and dolls were a bit chunky. I remember i had a mermaid doll that i would play with all the time and then i received a little mermaid doll and i completely fell in love with her and stopped playing with the other. Its not until now that i realized how much thinner, taller, and pretty the little mermaid was compared to my original mermaid. Girls today are bombarded with images and toys that show them skinny tall and fashionable, even if that fashion is considered to be wearing short skirts and short tops with high heels. As the media sells this image to girls and young women we’re still judged by the way we’re dressed and seen as a slut or whore. So i ask whats the point of trying to sell certain images through toys or ads when its not going to make a difference. Either way its a lose-lose situation.
Comment by Guadalupe Y — January 28, 2012 @ 2:18 pm
I deem that the author is definitely right. When I was younger, I always looked up to my barbie dolls and wanted to look just like her. In addition, kids start playing with toys before associating with the “real world”. Nevertheless, their toys become a preparation for the real world. They think that, that is the ideal appearance. It is sad that kids can’t be kids anymore. It aggravates me how kids are exposed to “perfect” looking dolls. Wouldn’t it be more relevant to manufacture more “normal” looking toys? Why put this pressure on kids who just want to play and have fun? One can wonder why so many more younger girl suffer from anorexia nervosa or any other form of eating disorder these days. It is futile to see how young 10 year old girls start putting on makeup at such an early age. I am not surprised, they feel pressured to do so because they are surrounded by that, and they feel as if that is the right thing to do because that is the only thing they see. I wish I could go back to the old days when kids could be kids and adults could be adults. Why is it so that today’s society is all about looking hot and sexy in a very unnatural way? Let people be who they are, because that is what matters in the long run.
Comment by Simone — January 29, 2012 @ 12:06 pm
I believe that fashion revolves around as time changes, and it repeats itself, just like history. Years ago, being skinny was the last thing that a person could wish for. The more fat you had would reflect the higher in statues and the more money you posses and the easier life you lived. But now, except the health issues, people wish to be extra skinny.
People there is a difference between being in shape, in order to be healthy, and being skinny and not be in a good health. So please stop making excuses and say that I want to be skinny because it’s healthy!
All of these seem to be a mentality that we grow up with. When a child id first born, it is like a white piece of paper, blank. What we do and what we teach them is what superscripts his or her mentality, way of thinking and logic.
One of the first things that a child plays with is toys; the toys that are made to form a mentality that in future would help marketing. In a very short future, we will all regret the fact that we were once supporting this mentality and doing this investment. This idea may destroy families, the relationship between children and parents. I believe the first impact that these toys have on young kids is that it will keep them busy thinking about growing up. Guess what? You are taking away the childhood. When that kid grows up, he or she will blame you as the parent to have provided him that kind of toy, then he would blame the toy makers and the media. We all know that the toy makers and the media don’t care about your child. I believe that the one who will suffer the most is this generation that is supporting and not stopping the toy makers from making these kinds of toys.
Comment by MATAN P. — January 30, 2012 @ 2:30 pm
I am shocked at the makeovers of Rainbow Bright and Strawberry Shortcake. I actually think they look cuter the original way. I understand wanting to update them but not completely changing them. I grew up with Rainbow Bright, I even had a Rainbow Bright birthday partly where she came and painted our faces. I find her transformation pretty disturbing. I have noticed that girl toys have really changed over the years. The Bratz dolls are maybe the worst. My little sister had those and I thought they looked scary. I never had dolls like that. Little girls should not have to worry about fashion and make up at such a young age. I checked out the Dora the Explorer transformation about it seems like they had her grow up. I am confused by it and I wonder what the kids who watched the show think of it. I don’t think it’s necessarily bad, just weird that they would change her.
Comment by Jessica — January 31, 2012 @ 8:21 pm
When I was playing with dolls or toys, it was early 90s, at that time; dolls are very innocent with long skirt and medium hills. But today, Barbie looks very sexy with mini skirt, high hills and makeup. The time changes and the dolls are pure appears to be losing. I am very impatient.
Women’s studies-10
Comment by Eun Hee Chung — February 1, 2012 @ 9:05 pm
When I look around at my younger sister and brother’s toys, I begin to realize just how sexy many of the toys are, both for men and women. For the girls its dolls with exaggerated features and short to low cut clothes. For the boys its no different as hunky men with their 6-packs exposed frequent the boys toy isle. I think back to when I was growing up and realize just how much things have changed. i didn’t have the sexy action figure growing up, my favorite toy was a train. And so to think the world my siblings are growing up in is so different than mine is sickening. I really believe that we must stop the sexing up of our youngest generation and give them time to just be kids.
Comment by Rory O — February 4, 2012 @ 2:51 pm