The most appalling example of a firm commercialising childhood to date – Ralph Lauren’s storybook featuring children dressed in its expensive clothing. Another reason why I’m glad I’m not and willl never be a parent.
The text below is taken from ‘The Week’
As if the commercialisation of childhood wasn’t bad enough – here comes a new horror – the first ever shoppable children’s storybook. Produced by Ralph Lauren, The RL Gang: A Magically Magnificent School Adventure is a 32-page volume aimed at pre-school children. It follows the adventures of eight ‘impossibly cute’ classmates with namesl like Wilow, Hudson and River, all dressed in the retailer’s Polo range. In the online video version you can take time out to look in ‘Oliver’s closet’ and buy his Fair Isle cashmere sweater ($75) or Nantucket red chino shorts ($29.95). It’s billed as an innovative way for parents and children to explore style, literature and digital technology together. The truth, of course, is that it’s just an attempt to use children’s natural love of stories to make profit for RL. Lets hope conusmers reject this aweful attempt by RL to colonise their lifeworlds – that would truley be a happy ending.
Incidentally, the online version is narrated by Uma Thurman – the fact that she claims to be a Buddhist and yet makes cash out of something that encourages parents and children to consume shit they don’t need together just goes to show how totally out of touch with reality celebrities are.