by: Courtney Remacle
A few weeks ago, Toys “R” us released a new ad that has been met with a barrage of criticism from parents, environmentalists and health advocates alike. For those of you who may not have seen it yet, the ad can be viewed below.
http://www.youtube.com/watch?v=q5SXybm6bss
It depicts a bus full of children who think they’re going on a field trip to the forest. A man dressed as a forest ranger starts a game of “Name That Leaf” as the bus pulls away. The children are shown yawning and looking bored. A few questions in, the man reveals that he is actually from Toys “R” Us and instead of going on a trip to the forest, the children are going to Toys “R” Us where they will be able to pick out a free toy.
Since the ad has been released, controversy has erupted regarding the depiction of nature as boring and unfulfilling and toys as much more fun than time spent outside. Growing rates of childhood obesity, as well as figures showing that children spend significantly less time outside than they have in the past back up much of the concern expressed over this ad.
One fact that has been left out of a lot of the press coverage surrounding this as is that the 200-some children who are filmed on the bus in this ad are from underprivileged homes in New York City and were selected by local charities to attend this trip and be given a free toy. It’s hard to begrudge a company doing charitable work for underserved youth, even if their execution of it was somewhat misguided.
I think Amanda Paulson from the Christian Science Monitor put it best when she wrote
“It was generous of Toys “R” Us to give toys to a group of needy kids, and possibly savvy of them (despite the negative comments that have been appearing in response to the ad in their Facebook feed) to film the experience and document their generosity. But if they really want to make a difference in the lives of those kids, perhaps they should have taken them on that promised field trip to the forest.”
It’s certainly nice for children to be given the opportunity to play with a toy they may never receive at home, but allowing children to interact with nature is likely a more meaningful, long-lasting gift.