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September 22, 2003
Goo Ga Ga Bling Bling
Since age 3, "Lil' Mark" Walker has been able to sink 18 consecutive shots into a standard size basketball hoop. Reebok responded quickly by sponsoring him for an undisclosed amount, and filming a commercial of the tot eerily proclaiming "I am Reebok." The precociously named Mitchie "Little Tricky" Brusco, a skateboarding genius out of Washington, has 9 corporate sponsorship deals - and he's only 6 years old. Now, the latest sensation (according to the New York Times Magazine) is the just-turned 5-year old Dylan Oliver, a 35 pound tot who likely learned how to skateboard before he was even fully potty-trained.
Corporations are attracted to these kids for several reasons. Being so young, they are highly unlikely to dabble in drugs, violence and other controversial behavior. Second, these children appeal greatly to parents, if not out of because of the mere "adorability" factor, then out of the hope that their own children can achieve such lucrative deals if they are exposed early enough. Finally, because they don't know anything else, these kids have a pure love for their sport, not often found by their elder peers.
All true. But honestly, isn't this going a bit too far? Sure, many of these kids are receiving enough money to pay for their college educations and then some, and all they have to do is sport their sponsors' stickers & clothing in return. But come on, 4 years old is just too young! At that age, they need to focus more on developing their cognitive skills and an interest in education. They don't have the capacity to understand media attention and money. Kids are fickle, and if either their athletic interest and/or public interest declines by their pre-teen years, the results could be devastating.
Click here to read the full New York Times Magazine story.
Posted by Michele at September 22, 2003 01:06 PM
