Empowering Young Consumers
So apparently Dora the Explorer is getting a makeover. I have a preschool daughter, so Dora is a tad ubiquitous around here. Even before we had ever allowed Emma to watch a single Dora episode she knew who Dora was. It’s commercial, it’s branding, but that’s the way it is. So I know I shouldn’t complain too much that Mattel and Nickelodeon announced recently that they will unveil a new tween Dora this fall, but it still bugs me. Of course they are going to milk the cash-cow for all its worth, but I’m a tad suspicious of this new manifestation of Dora.
Dora for the most part used to be a good preschool obsession. She went on adventures, she spoke Spanish, she used logical processing. I liked my daughter admiring this round, fearless, exploring chica. Then the powers that be introduced Dora’s cousin Diego and gave him all the cool adventures regulating Dora to various princess, mermaid, and babysitting “adventures.” And now this new tween Dora seems intent on solidifying gender stereotypes even further. While Dora’s new image is being kept under wraps for now, I found the teaser press release to be depressing. The main adjective used multiple times to describe the new Dora is “fashionable.” I’m sorry Mattel, but teaching kids to be fashioned obsessed consumers is not “empowering girls.” I’m sure it will sell well and make them lots of money, but lets cut the crap please.
But even as I write that I recognize the futility of asking a corporate entity to refrain from indoctrinating children into the cult of consumerism. But sometimes it would be nice to not have the world conspiring against my ideals.
(ht – Karen for pointing this out)
julieclawson(at)gmail(dot)com 
Smells like Bratz to me …
Of course, the only “empowering” they promise is: “…to influence and change the lives of Dora and her new friends.”
By buying stuff.
Oh dear… ugh. Sigh….
It’s like Webkinz and Barbie rolled into one convenient package. I fail to see how this direction “maintains the core values of Dora the Explorer that children love.”
I think the most disturbing thing about this for me, isn’t the consumerism, but the continuing trend of sexualizing the girls in our country. A friend of mine is threatening to go into making her daughter’s clothes because she can’t find appropriate clothing for her daughter.
Me: tween dora!?! that’s soooooooooooooo awesome!!! i can wait to see what she looks like!!
finally! tween dora is growing up now!!!
Well this stinks.I used to watch Dora a whole
lot when I was younger. First Strawberry
Shortcake, now this? Everything is changing so
fast!