
To my kids: about those WWF action figures
Reflections on an ad for toys in the Sunday paper
OK, so let me get this part out in the open from the start. I got into this parenting thing later in the game than most of my friends.
My first child was born when I was 41 and a second came along less than two years later.
So, now my kids are 5 and 6 and look at commercials and advertisements for toys the same way I did as a kid.
I understand the passion, the all-consuming lust of a toy that appears in a well-designed ad.
“Daddy, can I have that right now?!!!”
And then the magic of our ancestors fills my mouth. I sound like my parents.
“Is that what you want for Christmas?” I ask in the hopes this toy will be long-forgotten by then.
But my children are either smarter (likely) or more sophisticated (certainly) than I was as a child. For me, such a question as a child put me into a ponderous mood and it quelled the need for immediate gratification as I weighed the various options of what the perfect Christmas gift should be.
Not my children.
“No Daddy, not for Christmas – right now I said.”
The battle between the marketers and the parents begins anew for yet another generation.
I try to remember that the world has changed since I was a child. I try not to be the old-fogies that I viewed my parents when they saw mass merchandising thinly veiled as cultural icons. When I was a kid, I wanted spy stuff. The cold war was at its height. James Bond was getting cool techno gizmos from Q to fight the bad guys. My parents didn’t get it.
When I am a parent, I thought, I will understand my children and the world they live in.
Which brings us to Sunday’s newspaper.
There – looking much more inviting than the gray newsprint surrounding it – were the inserts. You know what I mean. The eight or ten page inserts of colorful images of consumer goods being offered by the major retailers.
Thumbing through one of the inserts, I stopped on the toy page.
I wanted to know what we being marketed to my kids this year.
Sure, I was ready for the blood and gore of the video games. Our kids weren’t into that anyway – thankfully. Yes, there was that kid-size Barbie car that the little girl down the street has. (“No, honey, we are not buying one of those.”)
But there it was.
I stopped and stared.
World Wrestling Federation Action Toys.
Yes, I know wresting is a big deal for some (Heck, I pause for a few seconds on wrestling shows as I surf through the rarified air of the upper cable channels.)
What caught my eye and my heart was the action figure in the middle of the ring with a folding chair raised above his head.
Hmmmm.
Now what is the message for our kids in this one?
Let’s get this action figure and toss a chair at someone?
It left me with an uneasy feeling.
Sure, my mom went through a phase when I was a kid where she enjoyed watching Northwest Wrestling on TV.
We even went to a few wrestling events.
In my vanilla town in northwest Washington State (where cultural diversity was being Norwegian and having a Swede for a friend), wrestling actually was a venue for my first cross-cultural heroes.
There was an “Arab” with a long beard who was one of the good guys. I liked his strength and virtue and willingness to hop into the ring to help another good guy if one of the bad guys was cheating.
I remember asking him for his autograph as he wiped a quart of sweat off his brow and signed his name in a wonderful swirl that I remember to this day.
And there was Pago Pago, the first Samoan I ever meet.
He was kind and fair and often got beat up. I admired his courage in the face of bad guys.
I asked mom if wrestling was fake and she would smile and say, “what do you think?”
It seemed theatrical but I really couldn’t figure out what was real and what wasn’t.
Did it influence me to see the bad guys cheat and have two of them beat up one good guy in the ring?
Yes and no.
It did influence me.
I still remember Pago Pago playing by the rules. His courage and refusal to be one of the bad guys is still a memory and to some extent, a role model for us all.
I guess the difference is that we did not celebrate the anti-hero. Our hearts were with the good guys.
Tough Tony Bourne was a favorite. He was sometimes a good guy who sometimes broke the rules. Perhaps he was the transitional hero. Like Dirty Harry. Our heroes would never be without the struggle of the dark side.
I remind my wife that as kids my friends and I played with pretend guns (sometimes even sticks) and imagine we were in war. But the reason we were doing it (to the extent that there was a reason beyond fun) was to win for the good guy. This was before ambiguous wars. This was post-World War II when US soldiers fought for unambiguous virtue. By carrying a pretend gun, we were protecting our country, our mothers, and Superman.
When he stepped into a ring, Pago Pago was fighting by the rules, even in the face of bad guys who didn’t.
But an action figure who picks up a chair? I worry that his message is that uncontrolled rage under the banner of alleged athletic competition is something to be celebrated in an action figure – and worse, in human behavior.
Then, I put down the paper and look at my son. “Have you thought about what you would like for your birthday this year?” I ask.
He grins and says, “a rocket,” and then returns to his fantasy play with Legos.
I pause and relax knowing that the moral questions of a birthday gift have eluded me, for now at least.
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