Mattel and Nick Add Tween “Dora the Explorer” Doll to Lineup
Marissa Brassfield — March 16, 2009 — Life-Stages
References: doratheexplorertvshow & wibw
Over the past week, we’ve seen a wave of backlash against Mattel and Nickelodeon following their announcement of a tween “Dora the Explorer” character. Petitions from concerned parents accuse both companies of creating a sexed-up version of the beloved character that tarnishes the family-friendly “Dora the Explorer” image.
Mattel and Nickelodeon are fighting back against these allegations, however, and told the AP that the tween version of “Dora the Explorer” is not a replacement of the childlike Dora, but a brand new doll that will appeal to other girls. “The Dora that we all know and love is not going away,” says Leigh Anne Brodsky, president of Nickelodeon Viacom Consumer Products.
And Gina Sirard, Mattel’s vice president of marketing, addressed the petitions and outpouring of vitriol following the tween “Dora the Explorer” announcement: “I think there was just a misconception in terms of where we were going with this. Pretty much the moms who are petitioning aging Dora up certainly don’t understand. [...] I think they’re going to be pleasantly happy once this is available in October, and once they understand this certainly isn’t what they are conjuring up.”
Mattel and Nickelodeon are fighting back against these allegations, however, and told the AP that the tween version of “Dora the Explorer” is not a replacement of the childlike Dora, but a brand new doll that will appeal to other girls. “The Dora that we all know and love is not going away,” says Leigh Anne Brodsky, president of Nickelodeon Viacom Consumer Products.
And Gina Sirard, Mattel’s vice president of marketing, addressed the petitions and outpouring of vitriol following the tween “Dora the Explorer” announcement: “I think there was just a misconception in terms of where we were going with this. Pretty much the moms who are petitioning aging Dora up certainly don’t understand. [...] I think they’re going to be pleasantly happy once this is available in October, and once they understand this certainly isn’t what they are conjuring up.”
Trend Themes
1. Backlash Against Character Update - The controversy surrounding the tween version of 'Dora the Explorer' highlights the importance of staying true to a beloved character's image when making updates.
2. Reimagining Characters for New Audiences - By creating a tween version of 'Dora the Explorer,' Mattel and Nickelodeon are targeting a different demographic and expanding the appeal of the character.
3. Navigating Parental Concerns in Branding - The negative response from parents to the tween 'Dora the Explorer' doll shows the need for a balance between appealing to new audiences and maintaining the trust of existing customers.
Industry Implications
1. Toy Manufacturing - The release of the tween 'Dora the Explorer' doll presents an opportunity for toy manufacturers to explore new versions or iterations of popular characters to appeal to different age groups.
2. Entertainment and Media - The controversy surrounding the character update demonstrates the importance for entertainment and media companies to carefully consider the impact of reimagining beloved characters on their audience's perception and brand loyalty.
3. Consumer Products - The introduction of a tween 'Dora the Explorer' doll highlights the potential for companies in the consumer products industry to target niche markets and expand their product offerings based on existing brand recognition.
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