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The Kids All Right

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Christmas used to be a time for the kids but now the adults appear to be taking over. The top twelve toys this Christmas as identified by the Toy Retailers Association contain a suspiciously high number of toys aimed at bigger kids. This apparent paradigm shift in the toy market should come as no surprise – a brief look around the internet reveals an entire market devoted to the taller toy consumer.



As UK toy stores prepare for the inevitable Christmas rush, their shelves are stocked not only with gifts for children, but of stock on the wish list of an ever growing adult market. A brief look at the most wanted list for this Christmas shows toys such as Robosapien V2, Roboraptor and the Doctor Who Remote Control Dalek. It does not take an industry expert to surmise that these toys are aimed at a demographic with full time jobs and high disposable income rather than a demographic that watches Saturday morning television.

The rise of toys for grown ups has been an increasing trend in recent years and coincides with an increase in retro culture that dominates the film and television industries. Remakes of films and television series that appeal to an older audience mean that subsequent merchandising appeal to a grown up audience who were fans of the series and films first time round – the conspicuous presence of Star Wars toys and Doctor Who toys in UK toy store both online and offline reflect this.

The emergence of a two tier market catering for real kids and "big kids" is apparent and will be particularly evident in the busiest period for the toy market. The market for the older demographic has become increasingly sophisticated in recent years and had led to the specific targeting of the segment particularly through the marketing of technology based toys such as the Robosapien V2 and Roboraptor – toys with a limited appeal to those in short trousers. Increasingly, these toys permeate the marketplace and toy stores looking to capitalise on the big kids market.

It seems that this market is set to grow over the forthcoming years, representative of a wider cultural shift and impacting significantly on the toy market. Whilst the toy market is still dominated by kids toys, it seems that Christmas toys are no longer just for the kids.
The Kids All Right
We learn good and bad food habits from our parents and friends as we grow up, and these habits shape the rest of our lives. Although some children might have a genetic predisposition to obesity, evidence shows many children as young as preschoolers have a self-regulating caloric consumption.

Environment, parental influence, food choices, and learned behavior might well contribute to the seemingly degeneration of the body's natural system. Early education has touched health, food, and eating from a purely scientific, void any emotional connection with food. The government has created charts for food groups and made recommendations. Although this is a positive step, many children are not offered healthy food choices or are allowed to make their own decisions. A diet of processed and unhealthy food would probably disrupt the body's ability to regulate digestion and energy expenditure.

Kids who skip meals or overeat after long periods of going hungry create a vicious cycle of gradual and progressive weight gain.

The development of a myriad of emotional responses associated with food and eating can be derived from as many environmental influences. Food can become a desired stimulation after experiencing the effects of a sugar rush. Children will adopt their parents eating habits and emotions regarding food. Just two generations ago, fast food was not as readily available or an accepted meal. Fast food restaurants began growing like suburban weeds, after years of parents rolling through drive- thrus, and when the next generation reached driving age, the lines still got longer.

Eating can evolve into a very personal battle of control. Many American parents attempt to control their children with food. Food was often a motivational tool of reward or punishment.

Schools instituted lunch as a social event, often with rewards for eating quickly. Many schools allowed children to exit the cafeteria to go to the playground as soon as they finished eating. As many children reached their teens food became their choice for the first time. Fast food actually became a form of rebellion. The fast food industry marketed toward children and teens with characters such as Ronald McDonald, the Hamburger, and ?Happy Meals.' The fast food industry and Hollywood formed alliance to lure children with the latest movie action figures and toys. Fast food then infiltrated schools with sponsorships and meals. In addition, soda is now offered in many lunchrooms across the country. Soda was considered an unhealthy drink just twenty-five years ago. Soda fountains were a rare treat and self serve fountains almost unseen.

Today, the situation is different and children are bombarded with unhealthy foods. It's time for us to teach our children healthy food habits before its too late, since childhood obesity is rising in America, and is higher than ever before.
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