Australia's answer to the Crazy Frog, Psycho Teddy, has had his ringtone frenzy toned down after receiving protests from a mental health charity. He now has to be called Teddy Z.
While his lyrics encourage cuddling, Sane (Australia's Stigma Watch) objected to the use of the word 'psycho' and promotional material which described the cute character's transformation when he received a text "at a bad time."
Here's the marketing speak in question: "He's cute, he's cuddly, he's a great dancer but he is also insane. Don't call him at a bad time or you may trigger a psychotic episode."
Sony BMG created the character to exploit the massive market for novelty ringtones and have sold more than 160,000 singles since he was launched. He is also proving popular overseas and could become Australia's most successful music export this year.
I am guessing that Sony BMG are totally fed up with the fiasco about Teddy Z, judging by their statement on the matter below. Good work Sony (and the turtle)! You may also notice that I have linked to the trend that removes stuck songs from your head--after watching this video, you will need it!
Offensive Ringtones
'Psycho Teddy' Tune Protested by Mental Health Charity
Trend Themes
1. Novelty Ringtones - Disruptive innovation opportunity: Develop new and unique novelty ringtones that cater to specific target markets.
2. Mental Health Advocacy - Disruptive innovation opportunity: Create products and services that raise awareness and support mental health charity organizations.
3. Market for Stuck Songs - Disruptive innovation opportunity: Find solutions or technologies that help people remove stuck songs from their heads.
Industry Implications
1. Music Industry - Disruptive innovation opportunity: Explore new ways to produce and distribute music content through digital platforms and personalized experiences.
2. Mobile Technology - Disruptive innovation opportunity: Develop innovative mobile applications or features related to ringtones, sound customization, and mental health support.
3. Marketing and Advertising - Disruptive innovation opportunity: Create unique marketing strategies that resonate with consumers while avoiding controversial themes or language.