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Tween Dora inspires girls to explore…the mall

Date: September 28, 2009 | Posted By:
She looks empty.

She looks empty inside.

Dora the Explorer’s new “tween” look has caused quite a stir. The new Dora seems to be telling little girls that looks are, in fact, very important. She is also suggesting that girls should be more interested in styling their hair than in having adventures.

Luckily, the original, adventurous young Dora will live on in her television show. The tween Dora is being marketed as a doll that can hook up to computers to interact with her web site, doralinks.com. The site and doll will officially launch on September 29th, but until then, visitors to the teaser site can watch the Dora links commercial, which you might have seen on television:

http://youtu.be/N3nWcBnLupo

The commercial focuses on three main features of tween Dora and doralinks.com: numerous outfit and accessory options, the ability to change Dora’s eye color from brown to blue or green, and the option of making her hair longer.

The commercial mentions that she will now be solving mysteries with her “explorer girls”, but then just goes on to highlight changing Dora’s appearance in order to “disguise” her for investigations. That is a pretty sorry attempt to hold onto any bit of the old Dora’s soul. What’s next, having the option to lighten Dora’s hair and skin? Being able to give her lip injections and breast implants? Maybe they’ll wait for teen Dora for those options.

These marketing points are still standard for girls’ toys, but I really hoped that such a dynamic, groundbreaking character like Dora would not grow up conforming to gender stereotypes and placing so much emphasis on her looks. Cartoon characters and dolls are still role models for girls, and when most play options involve taking care of babies or putting on pretty outfits, we can really see where women and girls still stand in this world.

Judging by my observations of other girls and from my own experiences growing up, girls tend to lose their gusto somewhere between the ages of 6 and 12. Unfortunately, Dora the Explorer is no exception. The Punky Brewsters, Ramona Quimbys, and Eloises of our childhoods are eventually taught that they should be seen and not heard, and that they need to conform to certain standards of beauty and conduct that are appropriate for girls. These standards do not include being bold, rambunctious, or playful.

Why do little girls in this age group lose their spark? Perhaps society is threatened by the power these girls could grow into if allowed to cultivate those characteristics. Meanwhile, boys are encouraged to continue to develop these qualities as they grow older, and they go on to make up the majority of people in power.

I would’ve liked to see the older Dora take on even bigger, more challenging adventures instead of retreating to a stereotypical girly-girl’s world and focusing on her looks. The tween Dora could’ve been an action figure for children, but instead, because of her female gender role, she is assigned the passive role of a doll, focusing on her appearance instead of adventure.

Want to tell Dora’s production companies what you think? Yeah you do. Contact them:

Viacom Inc.
1515 Broadway
New York, New York 10036
(212) 258-6000
or online

Mattel, Inc.
333 Continental Boulevard
El Segundo, CA 90245
(310) 252-2000

You can also sign this petition

–Sabrina




What Do You Think?

9 Responses to Tween Dora inspires girls to explore…the mall

  1. Tweets that mention A B O U T – F A C E — blog » Tween Dora inspires girls to explore…the mall -- Topsy.com on 09-28-2009

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  2. C.K. on 09-29-2009

    I'm not a regular Dora viewer but from what I've seen the new Dora seems like a completely different person. Looks like Big Brother won and she's been assimilated.

    The spark you talk about is why I loved that Amy Poehler web series, Smart Girl At The Party. It totally celebrated that gusto. We need way more of the kind of entertainment to counter the crappy messages we're sending girls 24/7.
  3. Charlotte Martinez on 09-30-2009

    I think you are being way too harsh on this new toy. The truth is when girls hit about 5 years old they want to play with a doll's hair, change it's clothes and do more 'girly' things. The fact that Nickelodeon created this new doll using Dora a positive role model and have added the mysteries is a good thing. It's telling a girl that she can get both the 'girly' stuff and the more positive stuff too...isn't that a good thing?!?!?
  4. C.K. on 09-30-2009

    Society certainly conditions girls to feel like they should be doing more 'girly' things but to make such a sweeping statement as to say the 'truth is that' girls like playing with a doll's hair is pretty ridiculous (just like other simplistic generalizations such as young women dream about putting on a white dress or guys love beer and football). There's so much variety in people that absolute statements like this only serve to limit them.

    There's way too much pressure on girls to pay attention to their appearance already. Dora was a positive example that busted that mold. Girls already well know that society considers it just fine for them to like traditionally female things. Let's give them a little more room to find and celebrate their authentic selves, shall we?
  5. Jackie on 10-06-2009

    What disturbed me about this Dora, is they advertise you can change her eye color. This is such a damaging message to send to Hispanic girls, who already face enough prejudice as it is.
  6. ally on 10-07-2009

    At least the old Dora both my kids could watch (girl and boy). It was adventurous. I'm pretty sure he will be into Deigo,now. I think the old Dora is adorable, and realistic. It's all almost as creepy as the new barbie cartoons!
  7. sabrina on 10-10-2009

    Ally brings up an interesting point. Because the old Dora was more about adventure than being stereotypically girly, she probably has a lot of male fans. But this new character is very much targeted towards girls and girls only.

    There are so many more male characters in the media, and the reason why is probably that girls and women enjoy watching male characters and can identify with them too, while males are taught to devalue femininity and females. Guys don't seem as interested in watching a movie or show with a main female subject (not object), and I think it is because they learn at an early age to reject the female perspective.
  8. Abed Yamout on 10-12-2009

    " while males are taught to devalue femininity " I don't think we were taught to devalue anything, i mean it is typically the mother that raises the children, and i know my mother didn't teach me to devalue anything. I think its natural that a male is more dominant and aggressive.
  9. sink web » About Face Mystery Shop on 11-16-2010

    [...] 10.A B O U T – F A C E — blog » Tween Dora inspires girls to What disturbed me about this Dora, is they advertise you can change her eye color. This is such a damaging message to send to Hispanic girls, who already face enough prejudice as it is. http://about-face.org/blog/archives/1468 [...]