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February 5, 2008

Woolworth’s Lolita Brand Naming a Cynical “Mistake”

The news that Woolworth's in the UK had to pull a bed with Lolita brand naming for pre-school girls has been met with hoots of laughter across the blogosphere after the company claimed to not be aware of the literary allusion to the sexually predatory pre-pubescent girl in Vladimir Nabokov’s famous novel, which was not only made into (at least) two movies but also referred to in the song “Don’t Stand So Close to Me” by the Police.

Sorry, but it is difficult to believe that this was an inadvertent mistake, or that the brand naming was introduced without somebody raising an eyebrow.

Maybe, just maybe, the people who created the Filipino cookie in the Netherlands were unaware that there is an entire group of people out there who would be offended by a tagline like ‘Are you as Tasty as a Filipino?'

Fact is, brand naming for pre-teen girls has become a virtual porno playground. Bratz dolls (pictured below) are now flagrantly sexualized (and encourage the kids to be bratty) and Playboy is now making its way into school wear.
Blue Milk has a great blog talking about the corporate pedophilia that we are subjected to daily and the “billions of dollars of marketing aimed at kids whose childhoods are being cynically abbreviated, stolen for profit.”

But who really cares, right?

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Posted by William Lozito at February 5, 2008 7:28 AM
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1 Comment

Hey William, found you via Nancy F., and just linked to you on this issue...(I'm also a name generation/branding gal pal of NF) ---I'm also now the Founder of Shaping, dealing w/media and marketing's impact on kids. Our S.Y. advisory board gurus at Packaging Girlhood caught a slight gaffe that I'd missed in your above paragraph too, and said they were 'shocked' I'd missed it...(I am too, being a literary type) Anyway, as I'm sure you know, Lolita herself (the prepubescent girl in the story) was NOT sexually charged, the ol' coot was...she was an innocent, he was the lech, recall?

Anyway, in the context of the rest of your post I realize I didn't even catch it before passing it on as a 'yowza--you gotta see this, he's spot on' find...

Thanks for your coverage...I'll be back!

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