Hunton Andrews Kurth LLP has a team of experienced advertising and marketing attorneys that can help clients understand and proactively respond to emerging advertising challenges.Fri, Sep 13th 2013 02:16pm - Mike Masnick Navigating advertising compliance, enforcement, and litigation can and should be handled with counsel. In response to CARU’s inquiry, Moose Toys informed CARU that it is no longer distributing or supporting this line of dolls and that the company had removed the ads for Fail Fix Dolls from its website and other platforms. The “PreppiPosh doll,” described as a “hardworking scholar,” is a Caucasian girl with blonde hair. ![]() ![]() For example, the “Kawaii.Qtee” doll appears to be an Asian girl obsessed with anime, while the “Dance.Stylz” doll is a Black girl characterized as a master of “hip hop” dance. In addition, CARU found that the characteristics and personalities attributed to each doll were likely to perpetuate racial and cultural stereotypes. According to CARU, such marketing messages place undue pressure on girls to conform to unrealistic standards of beauty and perfection, and ultimately perpetuate negative and harmful stereotypes about girls. I can’t be seen like this!” Both the commercial and product packaging featured dolls that looked upset because of their beauty fails and then appeared happy when their failed look was “corrected.” During play, the child could remove the doll’s “failed face” to reveal a face with perfect makeup and style the doll’s failed hair.ĬARU determined that the ads were not inclusive and characterized a girl with imperfect makeup and messy hair as a “failure” and worthy of public embarrassment. I can’t move with this tangled mess” and “Nope. The packaging featured messages such as: “My dance class starts soon. The Moose Toys decision involved advertising and product packaging for the “Fail Fix Total Makeover Dolls.” The ads depicted distraught animated dolls with messy, “failed” hair and makeup. Primark agreed to comply with CARU’s recommendations and since has made several changes to ensure that the company’s marketing efforts reflect its values of diversity and inclusivity. In its analysis, CARU determined that Primark’s separate lines of messaging perpetuated gender stereotypes and a “dichotomous world of goals and attributes - those appropriate for girls and those appropriate for boys.” CARU recommended that Primark modify its ads to avoid portraying or encouraging negative stereotyping, prejudice or discrimination.
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