Friday, November 21, 2008

Open Letter to the Advertising Division of Little Tykes

Dear Sirs at Little Tykes:

You make a great toy. Many children I know play with them. They are made entirely in the USA without the need for poisonous Chinese lead-based materials. You should be commended for that and your business should be able to grow based solely on word-of-mouth. However I understand that in today’s business climate it’s important to have a cohesive advertising campaign. And kudos for you as part of that campaign to opt for television advertising.

This is where I want to offer some advice. I think it’s great that you are sponsoring blocks of time on TBS. You’re even sponsoring the early weekday morning for dual appeal. You get the kids who then go and beg their parents to go down to Wal-Mart and get you the latest toys for the holidays. There’s just one problem with this equation. At 6am ET TBS is running a solid block of “Married...With Children”. When compared to today’s prime time offerings it’s true that it’s closer to Barney then it was when it first ran in the late 80’s and 90’s but it’s still not really the show you want to identify your child-focused product on. Perhaps if you have an adult-novelty toy division like Adam and Eve or even a division of the company that gives auto title loans but not kids’ toys...come on.

Sincerely yours,
Long time MWC fan!

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