Generation Y, those between about 8 and 26, are considered the most important generation for retailers and marketers because of their spending power and the influence they have over what their parents buy. But just as the 8- to 12-year-old “tweens” are pitched with a dizzying array of music, movie and cellphone choices, tween girls also are getting more attention from fashion, skin care and make up.
A young girl aspires to be like an older girl, so if she’s 10 she wants to dress like a 12-year-old, and a 12-year-old wants to dress like a 14-year-old. However, she’s also more self-conscious and not usually trying to attract boys, but rather just wants to appear more affiliated with her friends.
SERIOUSLY,
Overtly sexualised advertising aimed at young girls can pressure them into acting this way. Although there have long been concerns about marketing sex to children, the issue has now taken on a particular urgency. We only need look at advertising, media, and clothing aimed at girls 8 to 12 years. Recently a major clothing store produced ‘g-string’ underwear for children. They advertised with the phrases “eye candy” and “wink wink.”
How then can the “Bratz phenomenon” surprise us? Parents are succumbing to children’s wants, without considering the implications of these products. A parent’s typical response is “Oh, I fought (the Bratz doll) battle with my daughter but lost….all the girls have them.”
When Barbie was more popular, she certainly received significant criticism for the image portrayed to young girls. In response Mattel introduced a variety of career oriented outfits. Her body proportions were also altered to reflect a ‘more realistic’ waist size. If Barbie was disproportionate, then Bratz dolls are in serious need for a chiropractor. They are characterised by an oversized head, wide eyes, full and pouty lips, a small nose, a short body and interchangeable high-heel shoes. These dolls dress in salacious clothing, some recite “cute” profanities, and these dolls are many little girl’s best friend. Come on parents!
