Marketing to Children

March 4, 2009
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How long will it take the rest of Americans to wake up and find President Obama, or at least the adulation of him, creepy. He’s everywhere. On TV, the newsstands, t-shirts. Crowds shout “Yes We Can!” What next?

Less conspicuous, perhaps, is the equally robust success of the children’s book industry in marketing Obama’s hopeful aura and personal history to parents of young children.

Are children’s book publishers seeking to indoctrinate impressionable young readers — or are they simply obeying the laws of supply and demand?

When the country elects a new president, publishers characteristically issue a biography or two geared toward young readers.

But in the case of Obama, publishers are tapping into unusual levels of excitement and curiosity.

I’m not surprised. A few weeks ago at Target my son was looking for a book, but the book he wanted was nowhere to be found. In its place was an Obama book. And not just one Obama book, he seemed to be everywhere.

You’d think they’d wait until he’s actually done something (besides destroy the economy). But if they wait, they risk children picking up on their parents’ future displeasure with The One’s performance. They need to indoctrinate them when they’re young. Once the 22nd Amendment is repealed every four years there will be plenty of new voters for ACORN to drive to the polls.

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