
Wal-Mart has launched a new toyland website that encourages children to review a parade of toys presented by two animated elves, Wally and Marty. The retail giant offers 100 options, some as pricey as the Fisher-Price Power Wheels Ford Mustang for $249 and children either discard them into a dump truck or send them to a rocket ship to be delivered electronically to their parents when the kids provide their addresses.
“If you show us what you want on your wish list, we’ll blast it off to your parents,†say the elves. “We’ll help plead your case.†The kids are offered words of encouragement when they send toys off to the rocket ship. “I love when it does that. Nicely done,†say the elves.
But the marketing strategy has elicited a backlash among some parents and advertising executives. “The child has no choice,†said Ottawa’s Camille Lechasseur, a mother of two girls, aged two and five. “These toys appear `Do you want it, yes or no.’ What child wouldn’t want it? It’s trying to dupe the parents that it’s their child’s choices. That’s laughable.â€
Kessa Edwards of Calgary said the toyland site takes marketing to kids to a new level. “I was actually quite shocked by it,†Edwards said. “Just the fact that kids can have an e-mail sent to their parents. I haven’t seen anything like that before.â€