Media tagged Children and Media

Lego commercial – Inspire Imagination and Keep Building

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This 2014 Lego commercial shows a girl playing with Lego bricks. A girl’s voiceover talks about how she should be encouraged to imagine, create, and explore, and she is shown playing with a female lego character, flying a lego helicopter in front of a lego castle, operating on a stuffed animal on a lego operating table, creating mazes, putting on a shadow puppet show, and building a lego house.

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Lego Friends

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Lego Friends, introduced in 2012, is the latest product range in a series of Lego construction toys designed to appeal primarily to girls. The sets include “mini-doll” figures, which are larger and more detailed than regular Lego figurines, as well as building block sets designed to depict a fictional suburban town called “Heartlake City.” The building kits include a beauty salon, a suburban house, a “cool convertible,” and a veterinary clinic. Regarding the $40 million dollar global marketing push behind Lego Friends, Lego Group CEO told reporters, “we want to reach the other 50 percent of the world’s children.”

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Little Tikes

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This is a commercial for the Little Tikes toys, Bark Bark Vacuum (a toy vacuum machine) and Moo Moo Moower (a toy lawnmower). Narrated by a precocious young girl, the little sister helps mom around the house, while the little brother "mows" the lawn with his toy lawnmower as the dad looks on, standing next to his real lawnmower. After introducing these toys, the narrator sighs, "Ah, to be young again."

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Masculinity in Disney Films

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This mini-documentary uploaded on Youtube features clips from Disney films as well as narration from the author and quotes from scholars. It makes a claim that Disney films help to shape male expectations about the role of women in society, such that women are seen as objects meant to serve men. It also makes an argument about particular images of masculinity – like the strong, chiseled male body that is violent – that are glorified while others are demeaned.

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Michelle Obama on Doc McStuffins

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Michelle Obama, First Lady of the United States, plays an animated version of herself in this clip from “Doc McStuffins Goes to Washington,” an October 2015 episode of Doc McStuffins, a Disney Junior animated children’s television series about young African-American Dottie “Doc” McStuffins who wants to be a doctor like her mother and practices by examining, diagnosing, and healing toys, dolls, and stuffed animals. This episode segment shows Doc McStuffins with a group of kids, one of whom is carrying a crate of fruits and vegetables, visiting the White House. Michelle Obama joins the group and praises their efforts to improve themselves and their communities before one of the kid’s toys gets hurt and Doc McStuffins is called on to help.

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