Target’s book festival for kids: Watch more TV. And shop at Target.
The Target Corporation is tossing more of their five-percent-of-revenues back to our community in the form of the Target Children’s Book Festival ”to help foster children’s love for reading as a fun and recreational activity.”
“Target understands the importance of cultivating a love of reading in children at an early age,” said Laysha Ward, president, community relations, Target. “By taking advantage of this free, local event, Twin Cities-area families will be able to share a fun and educational experience together.”
Target also understand the importance of using an “educational” event to encourage kids to watch more television. And to want more stuff. From Target.
At a glance, the September 12 event at Three Rivers Park District’s Hyland Lake Park Reserve appears to be a fun afternoon in the park, celebrating books and listenting to live kids’ music.
Upon closer inspection:
Two of the events feature Nickelodeon brands: Characters from Yo Gabba Gabba! and Jade-Lianna Peters, voice of Kai-lan on Ni Hao, Kai-lan. I can only guess that Peters must be a Hannah Montana in the making. There’s no other reason for her to be appearing at events except to promote future Nickelodeon brands. Nickelodeon means, of course, lots of associated brand toys and products — conveniently available at Target — and extensive branded websites for kids, complete with ads for other products and more shows with their own products.
Another event not even remotely connected to books is the title character from Disney Playhouse’s Choo-Choo Soul. Disney: The juggernaut of marketing to kids. Somehow, when I think of Disney, I don’t picture a parent and child quietly reading together.
Most questionable in the lineup may be Hip Hop Harry, a character from Discovery Kids network. If kids want to learn more about Harry online after the event, they’ll find his website features a banner ad with a bouncing pink-wrapped present and the words This mystery gift could be yours! Click here to see what it is! The click leads to an ad offering TWO FREE IPOD NANOS. (Note: Since writing the draft of this post, this banner ad has changed. So you’ll have to take my word for it.)
I know that criticizing a corporation that funds community programs — especially Target — is looking a gifthorse in the mouth.
But if Target wants us to take their community outreach seriously, they probably shouldn’t be encouraging children to watch television at an event meant to get kids to read. Because children who watch more television have lower reading comprehension scores over time than those who watch less. (Source).
An alternative for September 12: Play in a local park. Sing. Go to the library. And read to your kids.
Photo courtesy echoforsberg.
August 31st, 2009 at 10:15 am
I think all gifthorse concerns aside, you’re exactly right to suggest those alternatives. They want to make money off of us, and our kids, period. It seems a great teachable moment for children, too, to go over what’s going on in this “festival” and why we’d rather sit on the couch and read to each other…
September 3rd, 2009 at 8:31 pm
Agree with Marjorie that it’s a major . edia literacy moment If they really wanted to promote reading fluency, etc. there are a gazillion nonprofits where that CSR could’ve been showcased nicely.
In fact, WALMART seems to have taken the higher road for big box retail on this by supporting Jumpstart’s ReadfortheRecord.org, the Pearson Foundation etc. for their big Oct. 8th event! Just sayin’…
p.s. You didn’t get enough of messin’ with Target LAST time? heh.
September 11th, 2009 at 2:20 pm
It appears that you want to belittle a corporation for spending profits on the communities that shop their stores? Maybe if you went to one of these events you would be able to make an INFORMED DECISION. Target puts these events on around the country. We’ve attended the hyland lake event every year and yes there actually are a lot of free events and activities; face painting, bouncers, books, pencils, bookbags, music and games about books. How many chances do your children have to actually meet authors or illustrators of books they’ve read? To let your children see that through their own imagination, creativity and skill they can write and draw stories too. It really makes the books and writing come alive at these events. And if you kid likes music then they will be cheated if they’ve never heard “justin roberts and the not ready for prime time players”! They’re music is fun and enjoyable for kids and parents alike. So go to one of these events and see for yourself! It definitely meshes well with the beginning of school and emphasizing reading and books to kids even with a bit of marketing thrown in!
MT
September 12th, 2009 at 8:12 am
MT/samuel clemmons: I’m not belittling Target for spending their profits in our communities, I’m belittling them for promoting products designed to get children to watch television and shop at their stores at a ‘book fair.” To you it’s “a little bit of marketing thrown in,” to me its just another example of the insidious nature of indoctrinating kids into consumerism.
September 14th, 2009 at 10:01 am
Have you ever attended one of these events?
MT
September 14th, 2009 at 7:15 pm
No, why? Do the Nickelodeon and Disney television characters magically disappear when you arrive?