A Word About DVD Tie-ins

Are kids without imagination today? Have techno-gadget toys, television and staring too long at the sun and other shiny objects finally stripped them of their ability to develop stories and actually play?

I ask because Mattel again has released a line of dolls tied to a DVD. I imagine the company's hope is kids will love the DVD and the merchandising tie in already will be waiting on the shelves for them.

But I think it's sad.

I watched a lot of Inspector Gadget as a kid, but I never wanted to have Penny and Brain dolls. I was happy developing my own stories with my Barbies.

In Princess Charm School, Barbie stars as Blair Willows, who is chosen to attend the prestigious Princess Charm School. There's all sorts of dancing, etiquette and poise classes and a battle-royal with the possibly scheming Dame Devin to win the crown. Is Barbie the rightful heir of Gardania?

I'm on the edge of my seat.

To accompany the DVD, Mattel has created not only a Princess Charm School Blair doll but also a Nicholas (the charming prince), Delancy and Hadley (Blair's bestest buds), and Princess Assistants (semi-terrifying magical springs with glitter dragons). Don't forget the iPhone/iPad/iPod tough app, too!

Perhaps the worst offense in all this is that the doll isn't all that great or inventive or even attractive. If you're going to launch a merchandised DVD-related blitz, Mattel, at least make it pretty.