“Every girl has the strength to do something amazing. Anything is possible as long as you stay true to yourself and never give up on your dreams!” Sounds good, right? That is ad copy for the newest line of dolls…inspired by Bratz, but somewhat more modest. Moxie means confidence, and the new Moxie Girlz are selling it. “Be true, be you,” we’re told, for $17.99 – $29.99. MGA Entertainment is launching the new dolls as Mattel, Inc. takes over the Bratz line (long legal battle there). The short and the long of it is that kids (girls) have a new choice in the sassy doll market. Maybe this one is a little easier to stomach than Bratz. Maybe. Then again, maybe not. The cookie-cutter sexyness is still there.
In other updates, I contacted the school where the High School Musical ad was hanging in the kindergarten screening reception area. Happily, the administrator in charge of the screening did not like the idea of the ad being displayed, and went to check the room. Interestingly enough, someone had taken the ad down in the interim, and she thanked me for letting her know about it. I felt she was genuinely glad I called and was relieved one of her teachers had probably removed the ad. Nice. I was prepared for the worst, and was pleasantly surprised. It gives me (and I hope others!) encouragement to continue the quest to question advertising in schools.
Finally, my radio interview for tomorrow on the weekly show Healthy Media Choices, has been postponed until October. Keep an eye here for further updates.