Ad men target our kids

Mark Dawson, Editor of Wanganui Chronicle

Like most parents, I wince at the way my kids are targeted by advertisers.

It seems the pre-teens are a key demographic when it comes to the steamroller of economic progress and even the under-10s sit squarely in the sights of the marketing men.

It's a good reason not to let your children watch Saturday morning television - they just end up wanting more stuff.

I did, however, feel a little empathy about the most recent craze to sweep the school playground - DreamWorks Heroes are hologram cards depicting, in colourful 3D, characters from popular movies such as Shrek, Kung Fu Panda, The Croods and Turbo.

As a lad, I collected bubblegum cards and remember the immense feeling of triumph when I collared the final - and 50th - card in the American Civil War series. Not just historically informative but with pictures of the most vivid, bloodthirsty battleground action.

My 10-year-old daughter collected the missing piece in the DreamWorks Heroes series the other week. Shrek, himself. Forty-two cards and out - the satisfaction was palpable.

The hologram cards were a brilliant marketing ploy by New Zealand's most expensive supermarket - you spent $20 and got a card. Shop there and keep the kids happy was the not-so-subliminal message.

Of course, Shrek and Co are now so last week as a new fad is pushing the buttons.

Brightly coloured mini rubber bands and a plastic loom to create wrist bands, ankle bands, neck bands, whatever have gripped the tweenies' imaginations.

It pays to shop around. The loom sets were under $4 in one glitzy, cheapo store or more than $20 for something very similar at Warehouse Stationery.

The holidays are almost over. What will be the buzz back at school next week ... and how much will it cost me?