Toy Trade Fair Stimulates Children’s Conscious Consumption

We enter the month of October and with it come the preparations for the Children’s Day celebrations. As an alternative to the consumerismthat the date usually stimulates, the Toy Trade Fairs invite mothers, fathers, families and organizations to deal with excesses in a fun way.

Renata Franco, responsible for the project at the Alana Institute tells Catraquinha how the practice is spreading throughout Brazil. Alana is an organization that mobilizes society for children’s issues and acts in the fight against child publicity in the country. Get to know the Child and Consumption project.

“It all started in 2011 when we held some fairs in contact with the Good Square Movement, and from then on we realized that Alana’s role is an activator and not necessarily an organizer. We have gathered experiences and created a support material so that anyone or organization can set up a fair in your neighborhood, “says Renata. On the site out site you can find tips on how to organize trade fairs in the park near home, at school or in a smaller meeting only between acquaintances. There you can also check the dates that the fairs will take place.

Ibope Mídia, which annually discloses advertising investment data in Brazil, found that about R $ 112 billion were traded in 2013 with advertising. Television remains the main medium used by advertising, accounting for 70% of the investment. When crossing this information with the fact that the Brazilian child spent an average of five hours 22 minutes and 11 seconds per day watching television programming (National Panel of Televisions, Ibope 2012) it is possible to imagine the impact of advertising in childhood.

“The society is calling children to consumption, but there are other ways to have fun and celebrate. It is a leisure alternative not based on consumption,” Renata said.

In 2012, São Paulo was the scene of more than 50 simultaneous fairs. Currently, there are more than 200 trade fairs mapped in Brazil that happen on alternate dates and not only close to October 12. After all, children’s day is every day, is not it?

Without the adults around, another important point of the activity is that it facilitates dialogue among children and is a subsidy in the exercise of argumentation and negotiation. It is also common for a child to exchange a high value object, such as a remote control helicopter cart, for another, simpler toy such as a cloth doll on automotiveqna.

Different Realities

Renata, who is a training publicist, says that holding a trade fair in noble neighborhoods and suburban neighborhoods are different experiences. “We had fair experience at a private school where one child took 150 toys. There are also reports of parents who did not agree with the exchanged toys. On the other hand, in poor neighborhoods, it is not uncommon for children to have no toys to change. ”

To adapt this reality, some neighborhoods and organizations have found a solution: fairs are being expanded to exchanges of games and objects made by the children themselves.