I think the core tension re: licensed characters is whether the parent feels like the company that owns the character respects the parent, and the parent's role as arbiter/protector/authority/gatekeeper in the child's life. If the parent feels that the marketer is speaking or appealing to them as a parent, and respecting the parent's role as a gatekeeper, then it's OK. If the parent feels that the marketer is constantly "going around" him (or her), there's a perceived lack of respect for the parent's role (i.e. "we can get to your kid whether you like it or not") that provokes visceral aversion.
Elmo vs. Grover: My Ambiguous Disdain for Licensed Character Toys
|2/22/12 4:15 PM|