Commercial Alert, a Washington, DC-based watchdog group that aims to “keep the commercial culture within its proper sphere” is raising alarms about a new children’s book series from HarperCollins. Mackenzie Blue, according to the publisher, is the “charismatic, fashionable and down-to-earth star of this fresh new tween fiction series that chronicles the adventures of a diverse crew of friends who try to survive middle school at the prestigious BrookdaleAcademy.”
The “author” of the series is Tina Wells, chief executive of Buzz Marketing Group, which specializes in marketing to children and adolescents. In announcing the series, HarperCollins notes the book deal includes “dynamic corporate partnerships with an international recording company and a Fortune 500 marketing firm.”
Translation: product placements. Ick.
Asked about these “dynamic partnerships” the head of HarperCollins Children’s Books publisher Susan Katz tells Publisher’s Weekly, apparently with a straight face, “if you look at Web sites, general media or television, corporate sponsorship or some sort of advertising is totally embedded in the world that tweens live in.” The product plugs in MacKenzie Blue she says create “another opportunity for authenticity.”
Translation: Another opportunity to deposit cash in the bank. Ick.
Commercial Alert fired off a letter to Katz urging HC to remove the product placements. “Books should educate and entertain children,” the letter reads, “not serve as a vehicle to deliver hidden marketing messages encouraging them to buy a particular brand of shoe or soft drink or cosmetics.” The group is also urging book reviewers not to review Mackenzie Blue.
Crains New York Business, reports Wells got a six-figure deal for the book series and has hired a licensing company to explore possibilities in merchandising. “We want to create a lifestyle brand,” Ms. Wells….
Oh, shut up already.
Pay attention teachers and parents. This is what some grown-ups do all day. They sit in offices and paint bullseyes and dollar signs on your kids’ foreheads. Ick.
Ew, gross.