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Fri02Dec2005

Latino-targeted children's retail exploding

13:08 H | Topics: Bilingualism - Business - Children - Marketing

maya_miguel_wlogo.gifIt seems that this year, Dora is kicking Barbie's butt, as Latino-focused toys grow in popularity, just in time for Christmas:


Suddenly, Latino kids' TV characters are hot. The merchandise is rolling onto store shelves and right into toy boxes nationwide. From Nickelodeon's "Dora the Explorer" to new entries like Scholastic's "Maya and Miguel," retailers expect clothing, toys and gobs of other gizmos emblazoned with these characters to be among their big sellers this holiday season.

Dora's show is being lauded by both Latino and non-Latino parents alike for helping them teach their children Spanish. But Dora isn't the only player on the block; Maya and Miguel are getting kids attention as well:


Meanwhile, "Maya & Miguel," an animated series created by Scholastic for PBS, is gaining ground. The show about the adventures of 10-year-old twins, their abuela, bilingual parrot and diverse neighborhood, launched its second season this fall. Already, it attracts more than 4 million kids a week and ranks in the top 10 programs for children 6 to 8 years old.

"We looked at the future and saw that the country is becoming more multicultural," said Arminda Figueroa, Scholastic's project director for "Maya & Miguel." "We are appealing to the kids in the United States with foreign-born parents."

It's interesting to see the way a boom in the market results in a response from marketers to appeal to its littlest members. Expect to see more mainstream cartoon favorites speaking Spanish. And to think....this all started with Maria and Luis, the Ricans on Sesame Street.

Via / Monterey County Herald

Feedback (3) » Share your opinion

1. Maegan la Mala ~ Friday, Dec 02 2005 | 20:35H:

Don't forget Rita Moreno on PBS's The Electric Company back in the day.

2. Jennifer Woodard Maderazo ~ Friday, Dec 02 2005 | 21:05H:

Diggin' in the crates! Thanks for the reminder...made me smile!

3. also Arminda ~ Tuesday, Dec 06 2005 | 15:07H:


Arminda Figueroa, Scholastic's project director for "Maya & Miguel said..........."We looked at the future and saw that the country is becoming more multicultural."..............

I would like to add that I look to the future and I see only disrespect and destruction in the US of the perception of what is Latin America. I see the political label "Hispanic" used in the US only as a means to destroy any knowledge of the fact that Latin American Counties are different from each other. I see desperate people politically labeled the same through the use of the political label "Hispanic." I see those politically labeled Hispanic erroneously painted with the same color, the same language (as if Brazil did not exist), the same culture, the same special-needs intellect, the same poor socio-economic status, and the same vulgar and criminal behavior. I see people like Arminda Figueroa playing into the hands of this erroneous "sameness" philosophy when in fact they know better. Finally, and most telling of all, I see that the ethnic word "Anglo" has not suffered any destruction or melding of racial and cultural identity despite England’s diverse empire. I see a strong movement in the United States to protect the integrity of original European meaning of "Anglo”, while at the same time I see a strong movement in the United States to destroy the integrity of the original European meaning of "Hispanic.” One only need look at any recently changed US dictionaries to see what I see………a Machiavellian design.

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