Doll-ing for Dollars

One of the nice things about being self-employed is that I can show up at my office whenever I want to.

Thus, one day last week I maintained an open mind as I read an email inviting me to a program at George B. Armstrong School where a toy company was kicking off its campaign for its new “Hearts for Hearts Girls” dolls line. The company, in conjunction with a not for profit called World Vision, was sponsoring an essay contest for the 3rd to 5th grade kids at Armstrong, encouraging each child to write an essay describing how each of them would like to change the world. Over 40 essay winners would take home one of the dolls from this company’s new line.

Initially, I thought I would take a pass, but my attention piqued when I read a bit more about George Armstrong School, at 2210 West Greenleaf, learning that event organizers chose Armstrong because of its international flavor, with children from over 40 countries (speaking many different languages) attending.

So, I decided to attend the 10:00AM program.

Unfortunately, in my real estate world, “10:00” can often mean show up fifteen to twenty minutes late. I learned that someone is not afforded that luxury when dealing with an institution like a public school. I walked into the auditorium at 10:20 just as the speaker at the podium asked the kids to line up so that they could return to their classrooms.

Having already made the effort to get there, I nonchalantly stood against the wall on the side of the auditorium to observe. The auditorium was packed – over 200 kids, many teachers and other adults – with all kids wearing one of two approved styles of shirts, neatly tucked into their pants. The kids all seemed eager and engaged, and a handful of girls (the essay winners, I surmised) excitedly clutched a large box with a doll inside. Examining their faces, I could see how wildly diverse these kids were – a true assemblage of cultures, with skin tones and other body features representing Europe, North and South America, Asia and Africa. This kind of stuff excites a Rogers Parker like me.

As I was watching, a woman approached me and introduced herself. She told me that she is from a non profit called World Vision, and she explained how the toy company was using Armstrong School to launch its line of new dolls, and how the doll company was partnering with her charity, contributing 6.5% of its gross proceeds which helps empower girls worldwide to “become agents of change in their communities, their countries, and around the world.” The toy company, which launched that line of dolls that week, was exclusively offering it at Toys R Us and at Target for just under $25.00 per doll.

A well-dressed and soft-spoken gentleman joined our conversation. Otis Dunson III, the principal at Armstrong for the past two years, welcomed me to his school. He had to excuse himself before I could ask him some questions about the school. With the kids all standing and in line, he needed to assume control of the microphone to be sure that the kids left the room in a safe and orderly manner.

As I watched, and chatted with the World Vision PR person, I overheard Principal Dunson answer a question posed to him by one of the kids interested in buying a doll. The microphone accidentally intercepted the Principal’s voice.

“Yes,” Dunson stated. “In order to buy the doll, you need to go to either Toys R Us or to Target. Those are the only stores offering them at this time.”

“Hmm.” I thought. At that point I realized that I witnessed an event that might accurately depict a new and controversial role that private companies might have during these economically challenging times for school districts. Schools and private companies working together, crafting programs to help each attain its goal: the school, to engage and stimulate its kids; the company, seeking an entry into a vibrant market place offered by children. Perhaps all parties can prevail if this partnership is properly managed and the schools and the businesses maintain a sense of dignity and restraint; on the other hand, it simply seemed odd to hear a principal serving as an unintended spokesman for a couple of America’s best known retailers.

A few minutes later I walked up to the front of the room where a toy company representatives was packing the dolls. I examined the product, which reminded me of a doll that over ten years ago mesmerized my daughter, who was then eleven years old, a product so well marketed that providing its products for my daughter severely strained my finances. When I saw that each of these dolls featured at Armstrong School “told the story” of an oppressed and challenged girl from a different part of the world, I announced “Oh. This is just like American Girls – only with an international flavor.”

The women from the toy company and the not for profit surrounded me as though I just shouted the word “Starbucks” in an independent coffee shop. “Oh no” they protested. “These dolls are different.”

I quickly did the math. 6.5% off of $25? Under $1.70 per sold doll goes to the charity?

Yet $1.70 per doll is better than nothing. And due to this company’s efforts, a couple of hundred kids were exposed to something interesting, and, through the essay contest, were motivated to think about the world and what they could do to make it better.

Is it all that bad if the prospect of winning a doll is what motivates them?

On the other hand, why do they need the lure of a doll to write a good essay?

I wasn’t sure what to think.

The following Sunday I passed an American Girl Place store while walking downtown on Michigan Avenue. Fresh from my recent doll experience at Armstrong School, I decided to check this place out. Walking in, I saw a mega store dedicated to one major product line – a series of designer dolls, and an array of costly accessories that any prepubescent doll owner needed to have. I examined a few of the boxes, noticing that these dolls cost between $95- $120 each. As I walked, the store kept extending further.

“Why are there escalators?” I asked a sales clerk.

“Oh. They take our customers up to the Doll Hair Salon, which offer Doll makeovers, a Doll Ear piecing and a Doll “Pampering Plus” treatment. We also have an American Girl restaurant and photo studio where girls can take pictures with their dolls.”

“My God!” I thought. “Dolls truly are big business.”

Suddenly, the idea of a $25 doll from Playmate Toys, a company which contributes 6.5% of its proceeds to a seemingly worthwhile world charity, seems like a pretty good idea, especially considering that these dolls can serve to educate children about the struggles that people face in other parts of the world.

Though we all need to be cautious when private businesses enter our schools, using valuable school time to try to convey their advertising message to kids, I think that this business might be on the right track, conveying a far more powerful and important message to girls then the message that other girls receive in these upscale glamor doll stores on Michigan Avenue in Chicago.

Well done, Principal Dunson!

(Check out four of Armstrong students’ winning essays, posted on the Home Page of http://www.rogerspark.com - left hand column - click on “If I Could Change the World.”)

Post a Comment