Rambo reigns in U.S.A.

Press, 19 December 1986, Page 18

Rambo reigns in U.S . A.

Mavis Airey concludes her column on a New Zealand organisation’s efforts to promote the sale of safe, non-violent toys.

In the United States, where the most aggressively marketed toys come from, Play for Life has found war toys are the number-one seller, says Peter Arnold, organiser of Play for Life’s Christchurch branch. Sales have increased by more than 350 per cent since 1982, and five of the top six American toys are war toys. Most of them are available in New Zealand.

Peter Arnold puts the trend down to a new wave of American patriotism. “One toy, G.I. Joe, was withdrawn from the market in the aftermath of the Vietnam War, and now it has been rereleased,” he comments. “The promotional material for these toys is full of buzz words like patriotism, heroism, manliness and justice.”

One of the most disturbing developments Play for Life finds in the new generation of violent toys is the television cartoon shows made by the toy manufacturer and distributed to television networks for broadcast during children’s viewing time.

One show, “Transformers,” is apparently the most violent cartoon showing on American TV, averaging 83 acts of violence each hour.

It and similar shows have been rejected by T.V.N.Z.’s head of programmes, Des Monaghan, as "excessively violent.” But, as Peter Arnold points out, “Transformers” is available here on video. Peter Arnold concedes that Play for Life’s concern about violence is a fashionable one, but hopes it won’t just be a flash in the pan. He thinks the

fuss they have made has been valuable in raising public awareness about violence, play, and war toys — and making toy retailers and manufacturers evaluate their own stance. As the Minister of Women’s Affairs, Mrs Hercus, wrote when congratulating Play for Life on its public education initiative on war toys: “Making available such

information will, I believe, ultimately result in the widespread social disapproval of such toys. “As Minister of Women’s Affairs I am aware that many New Zealanders are concerned about the availability of war/violent toys in this country. I share their view that in order to encourage a peaceful, non-violent society we must emphasise that glori-

Present ideas for older children Five to eight years: A pet; hobby starters — art materials, stamp collecting, woodwork, gardening, cooking; the great outdoors — torch, hand fishing line and hooks, pocket knife, compass, knife/fork/spoon set. Books on NZ birds, plants and animals; music — recorder, ukelele, tin whistle. Put in a simple music book too. Train set and equipment; games — frisbee, kite (made up or kitset), pack of cards and book of card games; roller skates, gymnastic equipment, hoops, marbles, skipping ropes; sewing materials; toy theatre, puppets; regular size construction sets; play shop with cash register; model slot cars; costumes; climbing equipment; globe of the world; swimming accessories; viewer with slides; books, song and poetry books; modelling materials. — List concluded from New Zealand Council for Recreation and Sport pamphlets. fying or condoning violence is unacceptable. I believe it is important to promote toys which present positive role models to children and which help to foster values of tolerance and respect for others.” Play for Life, P.O. Box 13011, Christchurch.