Say Hola! to 'Tween Dora, Mattel and Viacom's more grown-up version of the preschool favorite. She won't be released until next fall, so visually all we have to go on right now are these silhouettes released by the toymaker, who has apparently never driven behind a tractor-trailer on the Pennsylvania Turnpike.
I'm not going to go as far as the Packaging Girlhood blog and talk bout how the images show Dora in "the turned out hip pose of practiced lingerie models," though I share their disappointment at seeing a character that began as such an all-around positive turned into just another 'tween princess, just another method of brand extension aimed at maintaining audience as girls age out of the Nick Jr. show.
For 10 years, Little Dora has lived on a beautiful island (supposed to be Puerto Rico) with her Mami and Papi and, later, twin siblings with superpowers. As for 'Tween Dora?
"As tweenage Dora, our heroine has moved to the big city, attends middle
school and has a whole new fashionable look. What’s more, she now has a
rich online world in which girls can explore, play games, customize, and
most importantly solve mysteries with Dora and her new friends. Adding
to the play value, Dora’s online world is interactive with the new doll
line." [via BusinessWire]
That's right, like any "normal" 'tween girl, Dora is now connected directly into an online world where, through the doll, girls can interact, play games, and oh, change Dora's hair color -- y'know, in case she looks too ethnic. From GearLog, who saw a prototype of the $59.99 doll at the recent Toy Fair:
The doll, which stands about a foot tall, hooks up to your PC and
automatically launches into a new online world. From Dora's online
room, girls can change her eye color, hair length, jewelry, and more.
The really cool part: When you change Dora on the screen the doll
changes, as well.
There's a "Don't Bratz My Dora" petition going around to ask Mattel to leave the character alone, with more than 1,000 signatures and some angry comments, but it's a lost cause. Back to the BusinessWire release:
The marketing teams conducted an unprecedented amount of focus-group
research and found that girls love the mystery aspect, the technology of
the doll, and above all, were very excited to see what a more grown up
Dora would look like . . .
. . . “The doll really taps into a tween’s love of fashion and empowers girls
to influence and change the ‘lives’ of Dora and her friends,” explains [a Mattel exec].
UPDATE: As of Tuesday night, petition has nearly 3,700 signatures and rising.
RELATED: Paul Westerberg, "Silver Naked Ladies"