By Nancy Johnson Horn, Owner and Editor of The Mama Maven Blog
The day before Toy Fair in February I attended a brunch give by Hot Wheels. You may have read about it in some small publications like Business Week or the Today Show’s website. Or even on a humor website (though it was really skewered on it). I think the event has been taken out of context and I’d like to give my own take on this — since I actually was there.
I’ll admit I did bristle for a second when the subject was introduced: that moms may not know how to play with their boys. I know my kids and how to play with them, but I think I can always do better as a parent. So, I decided to listen to what the team from Hot Wheels had to say, instead of getting upset. And the second part made more sense: Mattel wanted to help us figure out why boys do certain things. That’s what resonated with me.
It became clear that it was really a discussion on how moms can really get to know the science and research behind the toys and better ways to play with their child. It wasn’t condescending. Mattel wasn’t telling me I didn’t know my child, even though the topic had been stated wrong at first.
There really was no drama here.
It it was an intelligent discussion and our comments and ideas (yes, we gave ideas too) were listened to. Raijean Stroud of Swa-Rai.com had the idea to do math problems using Hot Wheels Cars as manipulatives. I built on ideas too (I have a masters in early education under my belt and 6 years of classroom experience). My 2 1/2 year old toddler son has a speech delay (over 30%) and barely talks to us, so any insight on him would be appreciated. Any ways to inspire him to talk more would be appreciated. If playing more with a certain toy accomplished that, I’d be pretty happy.
I stand by my quote in Business Week: “If a mom understands how a toy works and what the benefits are, she’s going to go for that brand over a brand that isn’t doing that.”
I took it as we were going to open a discussion about working with our kids and help each other. Matt Peterson, the Vice President of Marketing, Boys Business at Mattel is a dad himself and led a good discussion.
I look forward to see where Hot Wheels and Mattel will go with this. Give it a chance before you pass judgement or start getting upset. If I felt at anytime that my parenting choices or ideas about my children was maligned, I would have left.
So, what do you think?
I was not compensated by Mattel for attending this brunch. I look forward to reading your comments, but please keep them respectful.
Thank you for posting your take!! I am the mom of three boys and never would have taken that stance or even thought to be offended. I think Mattel was targeted off of one person’s “view” which was taken totally out of context (they weren’t even involved!!!) and it exploded. Unfortunately for Mattel, they got blasted. Fortunately for Mattel, and the rest of us boy moms, Hot Wheels will never die.
I think what got me really upset when I heard about it was the quote from Matt Petersen that the reason why their sales were down was because mom “has never played with them….She doesn’t get why cars, engines, and all the shapes and crashing and smashing are so cool.” And that the disconnect between son and mom was the reason why they were having a problem selling toy cars and accessories.
I just think that it might have been a better strategy to ask moms why they aren’t buying these things instead of assuming it is because we are clueless boy moms. I have 3 strong reasons why I haven’t been buying as many of their products, but none of those were addressed in any coverage that I have found over this event.
As the mom of two boys (and no girls), I do agree that they are different creatures. They are now 12 and 14, but I remember a long ago playdate with a friend who also had two boys puzzling over the way our kids related to each other. They’d throw things and kick balls and generally have a good time, but they wouldn’t, you know SIT or Talk to each other in a substantial way, which is essentially how the other mom spent OUR playdate time. In that sense, I get it and I’m supportive of Mattel’s efforts.
But just because my boys had no interest in crafting or baking–my oldest told me quite bluntly at age 6 that we simply have different interests- didn’t mean I didn’t play cars with him. Just because he took the pink toy stroller (no other color choice) I bought to prepare him to be a big brother and rammed it into our walls, didn’t leave me at a loss for how to spend our hours together.
I read books about raising boys and if Mattel wants to share that info with moms, fine. But if they’re trying to recoup their market losses, maybe they should invest in focus groups instead. No doubt my boys had hundreds of cars, some Matchbox, some Hot Wheels, some off-brands, but all of the old sets wound up in the trash within a few months or years because they broke or we lost parts and they could only be used a certain way or because my boys lost interest. Those wooden train sets, though? They were played with for years and now they’re in a huge box in my basement waiting (hopefully a decade at least) until I have grandchildren.
Good post. I’m interested in knowing if you knew that there was a reporter at the Mattel event. And were you comfortable with the reporter being there?
Hi Jill,
Yes, we knew there was a reporter there. He quoted me accurately and was nice. I’m not sure why Mattel is being made to seem like they were bad guys, though they could have phrased some of their statements a little more carefully — anyone is going to get upset if anyone tells them they don’t know their kids. I think other points of the brunch could have been focused on. It was more than just about play. As bloggers, we’all been to intimate lunches with excellent discussions — kind of a focus group. I left energized and full of ideas — I never would have stayed if I felt I was being talked down to.
Finally, someone who was there! I for the life of me can’t understand how people who weren’t at an event can come to such incorrect conclusions! Even going so far as to say we were drunk! Like I told the “humor blogger” I have a MBA in Finance, I think i know how to play with a car. Great recap!
I know, right? I actually LOVED your idea about using the cars to do math problems. I’ll email you.
Cool beans!
Very interesting to hear from a mom who was actually there. Thanks for sharing your insight!
Thanks Jeanne.