Branded

As much as I didn’t want it to happen, it has. I knew it was inevitable, but I hoped it would take longer. Nonetheless, my poor, innocent little boy has been branded. It is as if someone has ruthlessly taken a hot iron and scalded an image of Thomas the Train on his two-year-old brain. It all started with innocent trips to the bookstore where he could play with a Thomas set up. Then to his delight one day, we bought him an engine. From there his birthday and Christmas were filled with visions of Percy and James dancing through his head. He shouted with glee at each engine, train car, plush toy and book he received that bore the graven image. And it has even reached such extreme heights that he has underwear that, once he is potty trained, will place the happy little train’s face right on his toosh.

How did this happen? When did this happen? Being a part of the marketing world, I have tried to be very sensitive when it comes to branding, especially in regards to my children. I refuse to dress them in any sort of Pooh baby clothes. While Sesame Street is quite educational, their faces do not belong on clothing or bed sheets or silverware. And yet, here we are with Thomas big boy underwear stowed away in his dresser.

Now I know this may sound extreme, especially coming from the woman who once had a collection of New Kids on the Block merchandise. From posters to buttons to sunglasses and even picture viewers, I had it all. Okay, okay. So I do still have some stored away in a box in the basement. And I turned out all right, right? Yet I cringe at the thought of subjecting my little ones to the marketing ploys that result in big bucks for the corporations as they produce the next crack-like addiction that every kid must have, thus stripping them of autonomy and independent thinking. I know that for a child, familiarity can build confidence and give a greater sense of security. And I also know that Thomas is not some cult leader whose intent it is to brainwash kids in an attempt at world domination. But I suppose I worry because Thomas could be that first taste…the gateway to something bigger and more powerful. Today Thomas, tomorrow Nike and from there…oh, how I shudder to think.