groups marketing to children online
June 8, 2008
Top U.S. media groups
are stepping up their efforts to market directly to
children through interactive Internet environments,
industry officials say.
Walt Disney Company Chief Executive Officer Robert Iger
said by creating interactive online sites, top media
companies are able to entertain children while reaching
a profitable demographic, Variety reported Friday.
"Given the changes in the ways families entertain
themselves," Iger said, "we feel that building these
safe, entertaining and immersive environments is a huge
priority of our company."
In addition to keeping children's interest in aging
fictional characters such as SpongeBob SquarePants or
Tinkerbell, the new Web sites allow companies to
immediately introduce new goods to those children.
The increased online marketing has caused distress among
some children's advocates, who have called for tighter
"It's very accessible for kids without much of a
screening process available between you and the child,
unless you are really involved in your child's online
life," Common Sense Media editor in chief Liz Perle told
Variety. "You wouldn't put your child in a car, hand him
the keys and say 'See ya.'"
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