The Toy Story (X-rated)

The Toy Story (X-rated)
Tara Sinha

Recently, The New York Times frontpaged an extraordinary tale of child abuse. Hollywood movie studio documents revealed the systematic and continuous use of kids -- ages ranging from 9 to 19 -- as guinea pigs for pre-testing ads for horror movies, ostensibly marketed strictly for adult viewing. How did this happen in a society that is so concerned about protecting its citizens, especially children and seniors, from any form of individual or group exploitation? What brought out this ugly reality exposing weaknesses in a system that prided itself in practising self-regulation? Remember the Ratings adopted by Hollywood to protect the sensitivities and sensibilities of both the young and of those who find titillation or terror not quite the stuff of entertainment?

The revelation that exposed the hollowness of these motherhood claims was a result of the Freedom of Information legislation enacted by the US Congress decades ago. A most powerful resource it ensures that `the truth will out', enabling interested persons, groups or government to seek and receive any or all private files relating to a given subject. Congressional hearings on at present sought and received copies of market research reports, and other material, that clearly revealed that the actual target for several of these taboo movies were, in fact, kids. To ensure that the producers got the mix right, treatments, storyboards and actual clips from the films were screened to kids in the age range of 9 to 19. Yes, 9 to 19! Some of the findings revealed that most kids loved action sequences of violent behaviour including a scene where a woman's head is smashed against a hard surface. Makes one quite sick to think that this is what is involved in marketing movies in the Land of the Stars.

Promotional ads to attract underage audience were similarly developed and tested. Somewhat unwisely, the agencies and others taking part in these manoeuvres, recorded both the intent to reach segments technically `Not Allowed' to see such movies, as well as the steps being taken to achieve success. These papers are now in the public domain for all to see the depths to which greed makes people cross the border of decency. It is early days, yet, but the movie moguls have already stated their intent to be good boys and behave better by ensuring such practices do not continue.

Another product category, related directly to kids, is the toy industry. An industry now is no longer limited to toys that provide simple fun, are comically funny, or catch the imagination of little folks. Today, the sky is surely the limit as far as innovation, technically gadgetry and merchandising are concerned. While the first two are to be warmly welcomed, the third -- merchandising -- does have some worrying aspects. For example, the other day walking through F.A.O. Schwarz, Hamley's toyshop rival in New York, we found ourselves surrounded by Barbie dolls in all shapes and outfits. Okay, so there is nothing wrong with that, you may contend. But, what really was sad to see was a wall of video images of real life `Barbie Girls' dressed up and performing with come hither techniques that would put most adult models to shame. Pouting, smiling, smirking and generally acting provocatively these little innocents would hardly remain so for much longer. Isn't it possible that exposure to these and similarpromotional and advertising images would lead to kids losing out on carefree childhood freedoms?

Other, somewhat more benign, merchandising techniques are the promotion of popular brand names through toys. You can get a toy `working' vacuum cleaner featuring a well-known brand of cleaners. Or, you can get books featuring a kid's cereal. Or, brand icons transformed into a range of toys. Finally, of course, you have cartoons, action heroes and other movie characters as toys, on mugs, clothing, accessories and believe it or not as a range of adult houseware! Living up to expectations, after the marketing hype of the millennium, are Harry Potter character goods now available at the Warner Brothers shop on 5th Avenue.