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Movie Mom

Kids’ Toys and Costumes for the PG-13 “The Avengers”

posted by Nell Minow

“The Avengers” is a PG-13 superhero movie with “intense sequences of action violence throughout and a drug reference,” according to the MPAA.  So why is it marketing the film via action figures and costumes for children?  Alert reader Andreas U. kindly brought to my attention that once again the MPAA insists that toys and costumes are not a part of movie advertising and thus not subject to the restrictions they impose on other outreach to underage audiences like commercials during programs directed at kids.  “Gamma Strike Hulk,” “Ultra Strike Captain America,” “Mighty Strike Thor” and the others, not to mention the ever-popular Hulk hands, are quite clearly intended to get children under age 13 excited about the movie.  The movie’s trailer appears on the site for ordering the toys.  This is further proof of the need for an overhaul of the MPAA ratings board.

  • http://AddaURLtothiscomment kat

    Not to mention that the trailers are on kids networks like nickolodean and disney. Disney channel even goes as far to interview the stars. There are more under 13 kids watching these channels then 13.

    • Nell Minow

      That’s an important point, kat, thanks!

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