Jul 21, 2023 07:54 AM
(games of progressive capitalists) Experts alarmed as free Barbies given to UK primary schools to teach social skills
https://www.eurekalert.org/news-releases/996225
INTRO: Toy company Mattel has been criticised for “stealth marketing” after giving away free Barbie and Ken dolls to schools as part of a programme to teach empathy to children, finds an investigation published by The BMJ today.
Investigative journalist Hristio Boytchev reports that Mattell’s “Barbie School of Friendship” programme, in which free dolls are given for children to carry out role play exercises, has been rolled out to 700 schools across the UK, "with the potential to reach more than 150,000 pupils", according to the company.
Mattel says it has sponsored research which shows playing with dolls offers “major benefits” for child development, including nurturing skills like empathy.
But experts have criticised the programme, raising questions about potential negative effects of Barbie dolls in terms of gender stereotyping, questioning the use of research to justify the programme, and asking whether companies should be able to freely market their products through schools.
“The project makes me suspicious that it may be exploitative”, said Philippa Perry, a psychotherapist and author of books on parenting and education. “I feel faintly repulsed by it.” Mark Petticrew, professor of public health evaluation at the London School of Hygiene & Tropical Medicine called the programme “alarming.” (MORE - details)
PAPER: http://dx.doi.org/10.1136/bmj.p1672
https://www.eurekalert.org/news-releases/996225
INTRO: Toy company Mattel has been criticised for “stealth marketing” after giving away free Barbie and Ken dolls to schools as part of a programme to teach empathy to children, finds an investigation published by The BMJ today.
Investigative journalist Hristio Boytchev reports that Mattell’s “Barbie School of Friendship” programme, in which free dolls are given for children to carry out role play exercises, has been rolled out to 700 schools across the UK, "with the potential to reach more than 150,000 pupils", according to the company.
Mattel says it has sponsored research which shows playing with dolls offers “major benefits” for child development, including nurturing skills like empathy.
But experts have criticised the programme, raising questions about potential negative effects of Barbie dolls in terms of gender stereotyping, questioning the use of research to justify the programme, and asking whether companies should be able to freely market their products through schools.
“The project makes me suspicious that it may be exploitative”, said Philippa Perry, a psychotherapist and author of books on parenting and education. “I feel faintly repulsed by it.” Mark Petticrew, professor of public health evaluation at the London School of Hygiene & Tropical Medicine called the programme “alarming.” (MORE - details)
PAPER: http://dx.doi.org/10.1136/bmj.p1672