Play Is a Child’s Work (on Instagram)

Introduction Where children’s television once ruled supreme as a vehicle for sales of kids’ brands, the marketing toys now often hinges on having right social media influencer, many them children themselves (Verdon). As Forbes reported in 2021, pandemic saw an increase spending more time online, following their favourite influencers YouTube, TikTok, and Instagram. The importance tapping into partnering with influencer grew, did isolated at home. We detail, through case study approach visual narrative analysis two Australian siblings’ Instagram accounts, nature toy to 2023. Findings point continued gendered concurrent promotion aspirational adult ‘toys’ (for example, cars, high-end cosmetics) leisure pursuits that blur line between what we considered be playthings objects desire. To Market, Market Toys are huge business worldwide. In global market was projected grow from $141.08 billion $230.64 by 2028. During COVID-19, increased (Fortune Business Insights). rise Internet alongside digital technologies has given marketers new opportunities reach directly, well producing forms digitally enabled play, potentially access 24/7, way beyond previous limits programming (Hains Jennings). Children’s content also extended games devices Internet-connected toys. personal tablet ownership rose less than 1 per cent 2011 42 2017 (Rideout), continues grow. value brands over (Cunningham). nexus physical entertainment industry grown stronger, first Disney company then stand-out success Star Wars franchise (now owned Disney) late 1970s concept transmedia storytelling selling, play out stories they television, comics, books, movies, proved lucrative one franchises manufacturers (Bainbridge). All major recognise power linking entertaining texts, including online content, Disney, LEGO Barbie being obvious examples. Gender Toys: Boys Girls Come Out Play Alongside growth market, gendering increased, concerns traditional gender roles still strongly promoted via (Fine Rush). Research shows girls’ socialising caring roles, shopping, concern beauty, while aimed boys (including transportation construction toys, action figures, weapons) may promote physicality, aggression, construction, Blakemore Center (632) suggested, then, if learn toy-play “by playing stereotyped girls can expected appearance attractiveness central worth, nurturance domestic skills important developed. violence, competition fun, exciting risky”. Recently there been some pushback consumers, have responded, committing (Russell). YouTube: World’s Most Popular Babysitter? One executive described YouTube most popular babysitter world (Capitalism.com). use review videos is common practice (Feller Burroughs; De Veirman et al.). These ‘reviews’ not critical sense reviews institutional or legacy context. Instead, genre mash-up, which blurs lines three genres: review, branded (Jaakkola). Concerns raised about advertising disguised children, calls made nuanced regulatory approaches (Craig Cunningham). channels millions subscribers, hosts constitute YouTube’s top earners (Hunting). Toy become force – terms economics, culture, Concurrently, surprise risen type toy, thanks part popularity unboxing (Nicoll Nansen). Ryan’s World probably best-known this genre, conservative estimates putting 10-year-old Ryan Kanji’s family earnings $25 million annually (Kang). World, formerly Review, 10 star his own show Nic Junior across other media, books video Marsh, her child, showed interact videos, ‘cyberflaneurs’. medium choice so television; Auxier However, site where significant number teens spend time. data e-Safety Commission 2018 platform, 80 8-12 86 using site, 24 used Instagram, 70 13-17 (e-Safety Commissioner). Given phone, last five years, among younger these statistics likely higher. A report US-based Insider 2021 stated 40 under 13 already (Canales). This despite platform ostensibly only people aged over. Ofcom (the UK’s regulator communications services) discussed ‘Tik-Tots’ young defying age restrictions consuming rather sharing (Ofcom). Insta-Kidfluencers Rise Marketers selling (or kidfluencers) cases, parents happy act agents managers pint-size prosumers. Abidin ("Micromicrocelebrity") discuss she termed ‘micro-microcelebrities’, (usually mothers) who become, parents’ mediation, paid themselves, noted: “their presence deliberately commercial, framed staged Influencer mothers order maximize advertorial potential, postured even non-baby/parenting products such fast food vehicles”. Since time, growing audience micro-microcelebrities begun appeal both adults. While initially human ‘brand extensions’ (Archer) appealed adults, sponsored evolved aged, broadened include children. influencers, lack academic research phenomenon, our looks prominent child Australia, managed mother, regularly Within study, used, analyse accounts high-profile eleven-year-old Pixie Curtis eight-year-old brother, Hunter Curtis, whom entrepreneur ‘PR queen’ Roxy Jacenko. analysed posts each March July 2022 inclusive. Posts were recorded spreadsheet, described, hashtags handles recorded, any brand mentions noted. related reports supplement analysis. ethical implications decision identify public, large follower numbers, commercial interests, blue ‘tick’ identifies verified ‘celebrity’ featured mainstream media. Jacenko, discusses Pixie’s parties events gain publicity business. followed lead Leaver, experts field, identified families ethnographic when numbers followers (see Abidin, "#Familygoals"; Leaver Abidin). do acknowledge researchers chosen (e.g., Ågren) smaller followers. questions follows: RQ1: What sites? RQ2: Are traditionally so, main gender-based toys? RQ3: Do adults? If how presented, they? Analysis promoters, sister brother (11) (8) celebrity, public relations ‘maven’, Jacenko’s firm, Sweaty Betty, ran successfully but recently closed focus talent agency business, Ministry Talent, businesses Pix (an store named after daughter) Bows, fashion bows (Madigan). grew up account, post 18 June 2013, before turning two, featuring subscription service hashtag #babblebox. At writing, 120,000 followers; ‘bio’ describes account ‘shopping retail’ ‘founder Store’. Her Hunter’s began 6 May 2015, celebrate birthday. page 20,000 profile stating it mother agency. feature promotions regularly, mostly shop, tagged @pixiespixonline. demonstrated short format, now-established review. shown (tagged store) air-clay (clay designed create clay sculptures); Scruff-a-Luv soft mimics rescue pet needs bathed water, dried, groomed ‘lovable’ pet; slime; kinetic sand; Hatchimals (flying fairy/pixie dolls come plastic eggs); LOL OMG Mermaze (both accentuated female/made features). (short Outrageous Millennial Girls) “fierce, fashionable, fabulous” name taps language communicate texting. hair styling dolls, mermaid’s tail changes colour water. predominantly promoting Pix, items Website includes practical lunch boxes, beauty skin care headband scented body scrubs. sister’s offerings, generally fall ‘boys’ toys’ categories. tag photos demonstrations trucks, slime, ‘Splat balls’ (squish balls), Pokémon cards, Zuru ‘Smashers’ (dinosaur eggs smashed reveal dinosaur toy), Bubblegum simulator Roblox (a game), Needoh Stickums, water bombs, Hot Wheels. Although gender-neutral sensory slime splat balls, Pix. promotes Jurassic (tying film release). features (paid) cross-promotion PlayStation 5 themed Donut King donuts (with win buying donuts). contrast, high-tea event My Little Ponies. toyshop him go-kart, rugby gear, ‘airtasker’ (paid assistant) helping sort Nerf gun collection. There doing ‘regular’ activities, sport (Pixie plays netball, rugby), dog, ice-skating, swimming (albeit expensive resorts), wear, unbox, clothes Balmain department Myer. Cambridge dictionary provides definitions showing pleasure “an object with” serious use”. very meaning word crossover world. ‘adult’ highly gendered, bags, clothes, make-up, account. arguably teen aspiration, collection handbags tagged. bag brightly coloured bags designer Poppy Lissiman. Other female-focussed hairdryer brand, posted ‘playing’ dressing ‘getting ready’, skincare, products. cater demographics older Pixie. pictured jet-ski, others mobile tablet, washing Tesla car helicopter. tropes concerned appearance, interested vehicles, action, competitive (video) appear borne Discussion Conclusion entrepreneur, Jacenko capitalised daughter’s son’s co-created launching daughter, companies successful hairbow line. shop arose fidget spinners during lockdowns sharply channel years. Therefore, safe assume toyshop. newspaper article describing purchase Mercedes car, said work hard, “reward” (Scanlan). “The help [Pixie] give me (every night style selections argue it), packing, restocking, goes years”, quoted saying. “We’ve pact, must keep going, harder. Next, it’s Rolls Royce.” pages variety high-end, tween, teen, ‘toys’, skincare (Pixie) cars (Hunter Pixie). stereotyping found (see, Jorge al.) pointed sexualisation girl (Llovet Our echoes findings. commodities articles (and government reports) regarding possible exploitation labour Ågren; al.; House Commons; Masterson). French believed moved regulate same writing debating laws enshrine privacy stop ‘sharenting’ images without consent (Rieffel). Mainstream Teen Vogue (Fortesa), started raise issues relevant ‘kidfluencers’. state Utah, USA, introduced consent, although view negative impacts (Singer). ethics impact advertorials little no disclosure advertisements, elsewhere Jaakkola), Rahali Livingstone offering suggestions key stakeholders. It ‘luxuries’ kids, harm junk e-cigarettes) commonly seen (Fleming‐Milici, Phaneuf, Harris; Smith Indeed, could argued e-cigarettes positioned appealing bemoan loss innocence posed entrepreneurial purveyors material goods useful remember perhaps always conundrum, purpose make sales. reflected shaped society’s surprisingly sinister overtones, origins male ‘sex’ (Bainbridge) blatant guns weapons example famous Mattel ‘burp’ 50s 60s), sponsorship Recently, house Balenciaga its range models teddy bears dressed bondage outfits stunt caused considerable backlash, sexually raising outrage (Deguara). Were adults children? blurred. limitations focussed country (but Instagram). current relatively finalised, announced transitioning high school wanted studies running would conclude Bows continue UK, recent al. Digital Futures offers forward viewed study. Their final (following children) suggests Playful Design Tool designers parents, regulators, Principles adopting models, age-appropriate ensuring safety, applied kidfluencers those stand benefit playbour. appears governments, society, academics, starting question unrestricted frameworks general ACCC’s ongoing enquiry) kids specifically (House Commons). frameworks, laws, required unregulated space. Through highlighted areas world’s platforms teens, issues, commodification, ‘stealth’ ‘advertorials’. playful benefits seeing online. Instagram) harmful self-esteem, commodification childhood, further needed discover responses views masquerading cute content. References Crystal. "Micromicrocelebrity: Branding Babies Internet." 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