TOADY 2009 Vote

On February 15, the Toy Industry Association will gather to present their TOTY (Toy Of The Year) Awards.  But first, in honor of the industry that has led the way in commercializing childhood, CCFC will present its inaugural TOADY (Toys Oppressive And Destructive to Young Children) Award for the worst toy of the year.  From thousands of toys that promote violence and/or precocious sexuality to children and push branded entertainment at the expense of children’s play, CCFC has selected five exceptional finalists.  Who will win the dreaded TOADY?  It’s up to you. 

Please read the descriptions below and vote!  Voting is open until February 11 and the winner will be announced on February 12, 2009. 

All voters who include their email address will be automatically entered into a drawing to win a copy of Consuming Kids:  The Commercialization of Childhood – a brand new film from the Media Education Foundation featuring the CCFC staff and Steering Committee.

Voting for CCFC's 2009 TOADY Award closed on February 11, 2009
To view the winner please click here.


Baby AliveBaby Alive Learns to Potty by Hasbro
Retails for: $59.99
Recommended Age: 36 months - 5 years

Want to stamp out your preschooler’s pesky imagination? Try Hasbro’s Baby Alive Learns to Potty. Some version of Baby Alive has been around since the 1980s, but thanks to animatronics the 2008 version does everything.  Really everything.  In addition to talking, gurgling, eating special Baby Alive food and drinking Special Baby Alive juice, this is the only TOADY award nominee that actually poops. Baby Alive Learns to Potty comes with two packets of food and two diapers—which aren’t reusable when “messed.”  In addition to squelching your child's creative play, you'll get big bang out of adding Baby Alive’s food and diaper costs to the family budget!

BatmanLego Batman Video Game by Warner Bros.
Retails for: $29.99 - $49.99
Recommended Age: 'E' for Everyone 10+

How do you turn the ultimate creative toy into a symbol of commercialized childhood?  Begin by partnering with media companies to sell that toy in branded kits designed for recreating movies like Star Wars, rather than creative construction.  Then, dispense with hands-on building altogether by turning your toy into a video game so that instead of deciding what to build next, children choose which cyber weapons to use to beat up their opponent.  Finally, ignore the fact it was rated suitable for ages 10 & up and partner with McDonald’s for a Happy Meal toy giveaway to simultaneously promote the video game, junk food, and the violent Dark Knight movie series to preschoolers.


Power Wheels Cadillac Escalade by Fisher-Price
Retails for: $349.99
Recommended Age: 36 months - 5 years

Who needs to pedal?  Now your three-year-old can drive their own icon of excess at speeds up to five miles per hour!  With its $349.99 price tag, you can prove to your neighbors that you aren't affected by the worst economic downturn since the Great Depression. And who cares about the environment, either?  Teach your children to love their gas guzzlers; a real life Escalade gets all of fourteen miles per gallon!


Smart Cycle by Fisher Price
Retails for: $109.99
Recommended Age: 36 months - 6 years

Why ride a tricycle outside when you can stay inside and pedal in front of a screen?  This combination stationary bike and video game system for preschoolers has it all: Monotonous exercise to replace those boring trips to the park, branded video games so your little one can get her Dora and Diego fix, and since Fisher Price claims the content is educational, Mom and Dad won’t have to worry about brain-rotting screen time...or interacting with their preschoolers at all.  If only it could cook.


Barbie Dallas Cowboy Cheerleader Doll by Mattel
Retails for: $79.99
Recommended Age: 5+

What do you get when you combine two classic symbols of gendered stereotypes, Barbie and the Dallas Cowboy Cheerleaders? A 2008 TOADY nominee demonstrating that Mattel won't let Bratz win the race to the bottom without a fight.  The Barbie Dallas Cowboy Cheerleader Doll comes with the shortest of short shorts, stiletto boots, and an impossibly thin figure. Recommended for ages five and up so girls can learn at a young age that they don’t belong in the game – they belong on the sideline cheering for boys. Gooooooooooo, Barbie!


Which of these toys will be crowned with CCFC's first ever TOADY Award?
The choice is yours!

Voting for CCFC's 2009 TOADY Award closed on February 11, 2009
To view the winner please click here