Webkinz are the latest toy craze emptying parental pocketbooks. I suppose every generation of children had to contend with some sort of useless fad destined for the cultural kipple pile. My cross to bear was the New Kids on the Block and their miles and miles of merch. We’re talking t-shirts, dolls, sleeping bags, cassette singles (remember those?), hats, key chains, a veritable grab bag of utterly useless junk no doubt now cluttering numerous attics and basements around the nation.
Today’s children have it much worse than I did. While the kids were annoying as hell, they did not intend to brainwash me in to being a better consumer, which is what Webkinz attempt to do. Retailing at upwards of $40, these seemingly innocuous stuffed toys come with a super secret code that allows you to access (for one year) the world of Webkinz on the internet, a virtual home for your “pet”. Let’s put aside for one minute that this must be signaling the utter decimation of a child’s imagination. In the Webkinz world, parents are encouraged to purchase Kinzcash, online currency used to buy staples for your pet; things such as food, home furnishings, amusement items, etc.
I must proffer a slow clap to the makers of Webkinz, namely the Ganz company, a family owned business which is seemingly a one stop shop for useless junk of every description. They have come up with a scam fit for the record books. Offering a small plush toy for this price, only to goad parents into paying more money for the privilege of visiting a website with various activities for children (equals of which can be found in great number all over the internet for free) is truly brilliant.
Another shrewd ploy on the part of the Ganz company is the way their product is marketed. They create a false demand by supplying only a portion of their product at a given time. This gives some children the opportunity to purchase these wares and subsequently lord the product over their peers, who in turn beg and plead with their parents to do the same. Repeat this process internationally (Ganz has a robust marketing strategy, boasting distribution centers in several countries), and you have the makings of a successful fad.
A good consumer is not something one should aspire to be. There is no prize for owning the most junk; conversely, it is detrimental to impulsively hoard every sparkly item that catches your eye. A child’s consumption should be curbed and they should be taught, as early as possible, to thoughtfully consider every single purchase they make. Why instill the notion of aggressive consumption in a child so early (or at all)? There is the “healthy economy” argument to be made, but I think that is a misnomer, especially when you consider how much of American merchandise is produced overseas. More importantly, consider that most of your useless junk will outlive you and your children.
Not to get too sentimental or cloying, but there is merit in appreciating the less sensational aspects of life. If you are so inclined to improve your child, may I suggest taking your $40 and purchasing a number of good books with sincere messages about life and society. These things are infinitely more valuable than any fleeting fad.