March 16, 2009
Dora the Streetwalker?
Mattel and Nickelodeon tried to expand the Dora the Explorer franchise by introducing a slightly older version of the character and were met with outrage.
But as Coca-Cola infamously discovered when it trotted out “new Coke” almost 25 years ago and Tropicana recently found out when it changed — then reverted to — its famous cover design after public confusion and outcry, making any changes, or even additions, to a famous brand can upset consumers.
In this case, Dora is more than a just a cartoon character. The bilingual adventurer, praised for encouraging kids to explore and use their imaginations, is a not only a TV sensation, but a global brand that attracts millions of kids through dolls, clothes, touring shows, DVDs and other merchandising and events.
“A lot of people think of Dora as something for their small kids. And part of the reason people like Dora is because it teaches their kids to be inquisitive and curious in an educational way, because no one wants their kids to grow up fast,” says Jean-Pierre Dube, professor of marketing at the University of Chicago’s graduate school of business.
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