The article in the first url below presents an interesting effort by the toy company, Mattel, to profit from human misery and economic hardship:
“American Girl dolls are expensive and extremely popular - among the most sought-after toys among girls from ages four and up. Each doll comes with its own storyline, and a relatively new doll is causing quite a stir. "Gwen," which debuted this year, is portrayed as being homeless.”
The ironies flow freely: First, the oxymoronic question posed in the blog in the second url below:
“How can a doll be homeless if you play with it in your home?”
Second, the price for the doll and its friends and accessories included in the article in the third url below:
“At almost $100 - Gwen's hairbrush costs an additional $7, or owners can get her hair done at the salon for $20 - the doll is hardly a bargain. Gwen's friend Chrissa has accessories including a $25 pet llama and a $78 craft studio.”
Mattel, of course, presents the doll as an attempt to educate children about a difficult, real-world issue:
“American Girl says the doll is meant to open girls' eyes to life's harsher realities. "Our singular goal with these stories is to help girls find their inner star by becoming kind, compassionate and loving people who make a positive and meaningful difference in the world around them," it said.”
In spite of Mattel’s efforts, however, it is hard to imagine the conversation that took place in deciding to develop this product and the logic used to proceed with its launch (other than motivated by crass commercialization).
Take care,
David
Bill Werther & David Chandler
Strategic Corporate Social Responsibility
© Sage Publications, 2006
http://www.sagepub.com/Werther/
CBS News
Flap Over "Homeless" American Girl Doll
Some Observers See It as Awareness-Raising, Others Fear It Sends Wrong Message; And Where Do Proceeds Go?
LOS ANGELES, Sept. 26, 2009
http://www.cbsnews.com/stories/2009/09/26/earlyshow/saturday/main5343132.shtml
The Atlantic
Controversy Over American Girl's $95 "Homeless" Doll
Sep 30 2009, 9:30am
by Megan Hupp
http://business.theatlantic.com/2009/09/outrage_and_sympathy_for_american_girls_homeless_doll.php
$95 downturn doll sleeps in a car
By Anna Fifield in Washington
437 words
3 October 2009
Financial Times
London Ed1
07
http://www.ft.com/cms/s/0/96e2eea4-afb3-11de-ba1c-00144feabdc0.html
