Am I the only one that, just from a marketing perspective, thinks that when something is incredibly popular, it doesn't make sense to "sex it up"?

I only say this specifically, because I think that not only is Viacom being creepy by insisting that a children's cartoon needs to be sexy, but because I think this is a stupid idea in terms of their marketing.

Obviously, they're going to tick off alot of people (from this website, and other places), and that's usually not good for marketing. I don't know, this seems both a pathetic example of how far our civilization is from sanity and shows how stupid the people running the media really are.

I'm not surprised by this. At the store the other day I was in the Dora aisle (looking for a b-day gift) and they were all Princess Dora, Mermaid Dora, Brush My Hair Dora. Her backpack was gone and her accessories were hairbrushes, tiaras, and pretty dresses. I was a bit miffed. And yes, it's pretty disgusting that they have to sex up something aimed at 5 year olds. Poor girls these days.

Why can they not leave Dora alone. Do all images of females in cartoons have to be ridiculously sexualized? We are talking about appealing to children. What kind of messages are we sending them. I find this incredibly upsetting. We have been watching Dora for years, and my boys just love her. Children like continuity, my boys didn't even like it when they made theme more peppy.

This is what I sent to the Viacom people. I had to leave sooo much out because there is a limit of 500 characters... This is over 500 and it was submitted anyway, so maybe it's a ploy to prevent people from writing them a novel.

"First, in terms of marketing it's apparent that sexualising a CHILDREN'S cartoon would anger many people. This change would not be universally well received and, thus, be counterproductive. Second, it both disturbs and saddens me to see my 5-YEAR-OLD sister arguing with her mom about being able to wear a skirt so short her butt sticks out, like what she sees on TV. I grew up on Nick and I sincerely hope that Viacom has enough dignity to keep empowering young girls the healthy way rather than succumbing to a sexist new portrayal of Dora. You will maintain a strong fanbase, as well as upholding the self-respect that both Viacom and girls should possess."

This situation gets me so angry. I hope they realise the error they're about to make.

PS- the story about my five-year-old sister. Completely true.

I tried to leave a message, but, was unsuccessful.
Did anyone else have any luck?

That is alot calmer than I was in my message to them. I may have accused them of employing pedophiles in their marketing department. *cough*

But this stuff really irks me. I have a 6.5 month old daughter and I don't want her to be subjected to that kind of crap. Even if I don't let her watch it, all the kids around her will and she will still be affected. What the heck ever happened to the feminist movement? It is like we were patronized just long enough for half the people out there to believe the bull that we can stop fighting.

Here is what I just sent to Viacom; I figured I should appeal to their wallets, since appealing to their hearts will surely get me nowhere.

"Please, please do not ruin the good thing you have going by "revamping" Dora the Explorer. The character of Dora is perfect exactly the way she is; a scrappy, adventurous, intelligent and kind little girl. Please don't ruin one of the few beacons of hope left for little girls in a oversexualized children's television market by changing her (or expanding on her franchise) to "appeal" to older viewers. If you let your greed overshadow your good judgment, as a parent I assure you that the "Dora" brand will only be cheapened before it eventually fades into obscurity as a result. You will not make the money you imagine you might, only lose your credibility with discerning parents everywhere. Please put the needs of the children before your want for money. Nickelodeon has plenty of money, but little girls have so few role models. Please let us keep Dora for decades the way we've kept Sesame Street and Mr. Rogers' Neighborhood; unchanged and timeless."

Well, the headline said "older" so I'm going to venture a guess that they *don't* want to aim this at five-year olds but that those young girls are going to be the collateral damage for the "racier" Dora. Which begs the question if these people at Viacom believe that young women won't watch a female character unless she's got makeup on.

While I didn't watch it myself, I have a niece and it just makes me sad that every single thing she has is geared towards beauty (she's a big fan of Bratz, which makes me sad). It seems like Dora is going that route as well, which is just reinforcing the societal belief that no matter what a woman does or aspires to be she damn well better be pretty while doing it. *sigh*

This is really upsetting to me. It's so unnecessary and discouraging and disgusting and the exact opposite thing I think about when I picture a character like Dora in my head. Why must they keep doing this? Does it really translate into more sales?!

Oh man. Dora and her band of devoted 3-to-5-year-olds are the only way I get to use my Spanish here in the middle of the Welsh wilderness. Seriously, children's TV and toys are getting so ridiculously sexist lately. Recently, I heard my friend's 8-year-old daughter tell another little girl that her new boots were nice enough, "but my heels are higher." Truly terrifying. This is a world that needs Dora the Explorer.

Here was my letter to Viacom. Thank you for providing the link!

"This is in regards to the new look for Dora the Explorer, of which is aimed at children under the age of 10. I understand that the new look is to help capture the attention of older audiences, after all, marketing is key.

However, I must question the wisdom of choosing to make a character whose approxomite age is her demographic (children between 2 and 10) into something more feminine and racy, unless the intended audience you hope to capture (both in heart and wallet) are pedophiles.

That is the demographic who will appreciate not only a sexier Dora, but the children who will learn that in order to be like Dora, they, too, will need to be sexier.

Godspeed, and please be sure to contact MBLA, I'm sure they will have plenty of marketing ideas to continue your campaign!"

Has anyone been able to access the entire story? The linked site says I've read my alloted 30 stories this month (I think I've visited there twice in the past year) and is pestering me to subscribe. All I can get is the blurb. Since its source is "people familiar with the talks" I want to reserve judgement until I can find something more substantial.

Elswhere -

actually, dora and other nick jr. characters are targetted to the kindergarten and pre-k age group. the current dora looks like 3-5yo. there is no need. to change her at all.

as an aside - while dora and her spin-off diego make me want to stab my eyeballs out with wooden toothpicks, it really bothers me that many parents are ok with their sons watching dora until about 4, but then try to switch over to diego as soon as possible. because liking something with a female lead is sooooo bad.

Elswhere -

actually, dora and other nick jr. characters are targetted to the kindergarten and pre-k age group. the current dora looks like 3-5yo. there is no need. to change her at all.

as an aside - while dora and her spin-off diego make me want to stab my eyeballs out with wooden toothpicks, it really bothers me that many parents are ok with their sons watching dora until about 4, but then try to switch over to diego as soon as possible. because liking something with a female lead is sooooo bad.

uberhausfrau, I agree about parents wanting to switch their kids from Dora to Diego- besides, every time I watch Diego, all I leave the show with is the message that it's totally OK to try to befriend dangerous wild animals.

It makes me so sad to see all the princess/mermaid/whatever Dora stuff. Dora is great the way she is, and she doesn't need to change a bit!

No surprise...like the other commenters, I noticed "sexy" Dora last year:

http://www.vivalafeminista.com/2007/11/dora-explorer-of-eating-disorders.html

I'm seriously so pissed I can't leave much more than this for a comment. Fairly well, Dora. It was nice knowing ya.

It was a good ride while it lasted. I'm reminded of the son of a former roommate who, at age four, had a massive crush on Dora. His dad wanted to draw the line at buying him DtE underwear, but his mom went ahead with it anyway.

Oops, 'crush' was probably the wrong term in this context, sorry. But she was by far his favorite cartoon character.

This makes me so mad. I don't have kids and never will, but I do have two nieces who absolutely LOVE Dora (even the ten-year-old does still, though she tries to hide it) and it's one of very few shows they like that I can stand to watch. Most shows aimed at little kids are really bad - either the female characters are all primped up and sexualized, or the shows are just creepy and gross and weird. Dora is such a sweet show, with an actual purpose - it reminds me a lot of shows I watched as a kid, like Sesame Street, that were actually there to teach kids things and make them think. I love the fact that Dora wears shorts and a tee-shirt instead of a skirt and halter top or something. Why why why must they do this to everything?? Can't one show be left alone in its innocence?? So sad!

This is just a bit insane. My little brother watches this show. There's no reason for Dora to look sexed up. She should look like a frigging 5 year old seeing as her target audience is that age. My god.

While the idea of sexing up Dora is totally repugnant, I have to say, she's a harlot already. Innocence? Whatever, she is a marking behemoth designed to make kids want stuff, lots and lots of plastic crap.

The simple problem is the sexy thing; the real problem is our children being immersed in a commercial environment 24-7. (which happens to be sexy, and violent and all about wanting stuff.)

http://www.commercialexploitation.org/

check it out, also some good books:

Buy, Buy Baby: How Consumer Culture Manipulates Parents and Harms Young Minds

and

Consuming Kids: Protecting Our Children from the Onslaught of Marketing & Advertising

MiriamCT - yes, children's shows are often designed to sell merchandise, and that's not necessarily a good thing. But a show is also not necessarily bad or worthless because of that fact, if the show is also a way for kids to learn things and to get different messages than what 98% of the rest of the media is throwing at them.

Calling a toddler cartoon character a "harlot" is a little lame, don't you think? But I suppose it led a nice path to your soap box.

Well, Dora really only exists to sell crap, so maybe shill is a better word.

Maybe older kids learn about diversity from watching the show, and certainly non-white characters are something we need, but for younger children (the age child the show is directed at) they are mostly learning about their favorite character which they then see everywhere on everything and ask for over and over again. I would argue that most children’s programming is pretty worthless.

I do apologize for getting carried away with my soap box. If this isn’t the place to talk about any issue more deeply, then forget I said anything.

I have also been noticing the Dora change for a while. When my seven-year-old was a few years younger all the Dora toys looked like the Dora you see in the show. Now my three-year-old likes Dora but all the toys are thinner, have dresses and all that other crap. It's like Nick Jr is trying to cater to the Disney Princess crowd without realizing that maybe Dora has been popular because she's NOT a princess. Kids and parents like variety and like having a girl cartoon figure that looks like an actual little girl.

I sent Viacom a letter but I seriously doubt anything will change.

Granted, pretty much all kid's shows are intended as marketing, but that doesn't mean we parents can't choose which ones have better messages. I love that my 3-yo son likes Dora. She's one of the few examples of a girl that isn't ridiculously sexist and narrow.

As for products, just because kids want those things means you have to buy them for them.

14 over at Gallery of the Absurd has visualized the new Dora for us. What's fucked up is, it may not be too far from what's coming.

Dora is like 5 years old. She's not supposed to look more feminine.

Feministing once again I think you guys are blowing this out of proportion just like with the new Strawberry Shortcake. Although none of us have seen the new Dora you guys are implying (from another source) that they are going to sex her up. Viacom said feminine the article said sexy. Does femininity and sex go hand in hand? They will probably give her a frilly dress, with Mary Janes, and make her hair longer. While one can find fault in that alone I don't see that as a terribly negative thing. You guys are making it seem like she is going to turn into a Bratz doll and go on explorations for boys at the mall. Nickelodeon knows they will get hell from parents if they do.

I hate to use the term "sell-out" but it's hard not to when the once adventurous, feminist Dora got traded up as a "Princess" whose hair magically grew. Now she's going to be more feminist?

I do honestly have no problem with dresses personally, but I like Dora's current outfit. And she has to have the backpack.