Product placement (which some people prefer to call branded entertainment) is
creeping into media everywhere. Now you might think that product placement targeting children too young to distinguish between programming and advertising is a
bad idea, and you would be
wrong, naturally. In fact product placement targeting kids is out of control. Our friend Curious George jumped from the movie screen to Dole fruit, while the Man with the Yellow Hat hawked Volkswagens. Disney Radio is broadcasting sponsored podcasts to junior. Mattel Hot Wheels cars are characters on the Cartoon Network. General Mills has invaded the popular children’s website Neopet with branded characters, and the list goes on (see
Media Post Publications, free registration required.) These product placements are not consistent with CARU (children’s advertising review unit) voluntary guidelines, and perhaps the FCC will come knocking at the door.
Marketing Blurb believes kids are exposed to enough product placement in adult media, and could use a break.
Photo Credit: Dole
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