IV
Using Adult-Generated Material about Children
Sources and Methods for Accessing
Childrenâs Voices from the Past and Today
12
The Battle for the Toy Box
Marketing and Play in the Development of Childrenâs Religious Identities
REBECCA SACHS NORRIS
âWill you join âThe Battle for the Toy Boxâ?â asks the poster in large letters across the top. The seriousness of this battle is shown through the image of muscular Samson and Goliath action figures locked in combat and the accompanying text: âone2believe, a faith based toy company, has been given an opportunity to spread the word of God to children throughout America⌠. one2believe is in a Battle for the Toy Box. Which side are you on?â (âBattle for the Toyboxâ 2007: 190).
Whatâs going on here? Arenât toys supposed to be fun?
Playthings are indeed fun, but they are not merely fun, especially today, when marketing research and media promotion are so thoroughly embedded in the materialsâtelevision, movies, and computers as well as toysâthat children are exposed to on a daily basis. For those doing research with children, it is important to consider the cultural contexts and multiple subtexts of ordinary items found in childrenâs daily lives. Seemingly innocent or harmless items such as toys are potentially formative influences, their influence being shaped by diverse motivations such as parental needs and wishes, socioeconomic factors, neuroscientific research, profitability, and the intentional or unintentional impact of graphic images. In light of these types of factors, childrenâs needs or wishes may seem to have become distant, dim, and distorted, or even to have disappeared.
The Battle Is Joined
While toys may not commonly be regarded as battle weapons, as in the scenario above, they are implements in parental struggles to prepare their children for what parents want and expect them to become. Playthings are supposed to do this by instilling values and developing social, mental, and physical skills. Buying toys with these anticipated results also reassures parents about their parenting abilities and helps them feel better about themselves. Although material about toys, especially educational toys, seems to be child-oriented, it is largely the parentsâ hopes and fears that are being addressed. Moreover, marketing plays a strong part in creating these items, bringing into question who really benefits from them. Religious games and toys, which are directed toward parental moral and religious concerns, are a growing segment of the educational toy industry.
Contemporary religious games and toys are fascinating, perplexing, and often contradictory. Although they abound online, many people are unaware that they exist. As well, on first sight many adults are not sure what to make of the games. Are they serious or satire? Are they for children or adults? While there are satirical games, most current religious games are not satirical. Games such as Missionary Conquest, Episcopopoly, BuddhaWheel, The Hajj Fun Game, or Kosherland, and toys that include a variety of talking Bible dolls (Christian) as well as Razanne and Fulla (Muslim), and Gali Girls (Jewish) bring together religion, commerce, play, and politics. Just as play is used in kindergartens, elementary schools, and religious schools as a fun way to attract children to the learning tasks at hand, these games call on the intrinsic appeal games have for children. Most are colorful; many include humor (not always successfully) or attempt to be contemporary and relevant. They are intended as educational tools, meant to instill morals as well as implant knowledge, to be one more element in a childâs spiritual formation.
As religious studies scholar Susan B. Ridgely notes (2005), most studies of childrenâs religiosity and spirituality are from the adult perspective. Books on childrenâs spiritual formation present what adults need to do to develop and form childrenâs religious identities. As adults, can we ever know childrenâs inner spiritual lives? We are limited by having to comprehend childrenâs worlds through the lens of our adult experience and understanding. Knowing childrenâs play lives is much more difficult, because one of the difficulties of researching childrenâs play is that when it is supervised, it changes.
Chaya Kulkarni, the director of Infant Mental Health Promotion (IMP) at the Hospital for Sick Children in Toronto, asserts that children get much more out of toys and that it is âfar more meaningfulâ when a parent participates in the play as well (âDo âEducational Toysâ Really Teach?â 2009), but these interactions are not that simple, since children donât like adult interference in play,1 to the extent that they may even change their activities when observed (Kline 1993: 190). Childrenâs play cannot be completely isolated from parents; for one thing, it is inevitable that younger children play in the presence of parents.
Adult influence on childrenâs play is not limited to personal interaction during the play event either, since even when children are older, parents still buy toys for them. However, even though parents buy them, there may a gap between the intended use and the way children actually use a toy. For example, subversion is a natural accompaniment to childrenâs play; notable are the ways in which Barbie is often treatedâdrowned, decapitated, or mutilated. There is some âplayâ in the way educational toys are used as well: âchildren in effect refuse to use the smart toys provided with their implied conceptual enrichments, and instead use them in terms of their own preexisting more simplified play predilectionsâ (Sutton-Smith 2004: ix). It is reasonable to assume that religious toys are just as likely to fall prey to childrenâs own interpretations and usages as other toys, regardless of the motivations behind parentsâ efforts. There are a number of essential factors to keep in mind when researching childrenâs play or toys; one is the impossibility of separating the worlds of children and adults. It is difficult, or perhaps even impossible, to isolate children from adults or adult influence when doing research. One can never see how children play when separate from adults, as the act of observation changes the observed. This is not to say that there is some platonic ideal, a âpureâ play that we can strive to observe, however. It is simply that these relationships must be taken into consideration.
Another aspect is motivational complexity, whether within an individual parent, between parents, or among parents and educators, and perhaps even including the researcher. Competing formative influencesâeducation, marketing, science, and mass culture, for exampleâare also evident and advance their own agendas. While my focus on the religious category may provide a more direct avenue to analyzing competing motives, these forces exist in the larger world of toys and play as well, and need to be made visible by the researcher. This may be difficult, since our own cultural beliefs and perspectives can correspond so fundamentally with those of the people we are studying that they are difficult to discern. For example, who would question that we should teach children morals or that educational toys are useful? But deeper investigation shows us that we need to question who is shaping those moral lessons, and how the concept of educational toys developed.
Educational Toys and Play
The impulse to use toys as moral regulators is not new. The kindergarten movement, for example, led to âa consumer market for childrenâs productsâ through pressure from manufacturers to have educational toys in schools to ensure ânormal child developmentâ (Dehli 1994: 209). It became imperative as well for middle-class parents, especially mothers, to have the proper toys and books available at home, creating a market for educational toys. Current parental concerns about childrenâs play include social development as well as athletic skills, education, and brain training.
But Americans are confused. We bemoan the loss of unstructured and outdoor play time for children, but we spend vast amounts of money buying educational toys to make sure our childrenâs play is productive. Educational toys help resolve our American ambivalenceâthe contradiction between negative Puritan views of play and the belief that play is a healthy pastime (Elkind 2007: 34). Our ambivalence is evident also in the complementary yet contradictory emphasis in articles on toys and playâone side emphasizes the importance of educational play and toys (make that play time useful!) and the other insists we should be having as much fun as possible (Bado-Fralick and Norris 2010: 119-21). Play is seen as a crucial element in social development, a therapeutic tool, a pedagogical method, and a necessary part of childhood.2
These perspectives, inevitably, are adult viewsâwhat grownups think play and toys should be. Discussions of the importance of choosing the right toys took place throughout the last century, for example, in The Wise Choice of Toys, originally published in 1934 (Kawin 1938). In the article âToys as Learning Materials for Preschool Children,â education is foremost; the word âfunâ is used only once in the whole article, and this viewpoint is evident in its focus on play as âthe childrenâs workshopâ (the title of one of the sections).
Whether the childâs place of business is a classroom, a remodeled home, an architecturally planned preschool educational facility, or a church basement, there is agreement that it should be not only attractive and inviting but should encourage exploration. The arrangement should be made with the childâs point of view in mind and should be responsive to him. (Zimmerman and Calovini 1971: 642)
While this attitude claims to keep the childâs perspective foremost, the adultâs view of what the child needs is still central. âA good toy is attractive and inviting, well constructed and durable, safe, nontoxic, challenging, and fun. It also stimulates a childâs curiosity and imagination, and lets him discover that which it was expected he would learnâ (Zimmerman and Calovini 1971: 644; emphasis mine).3
The idea that children need to have the correct toys in order to develop properly is now well embedded in American and British cultures. Assumptions about the value and uses of educational playthings abound, assumptions that appear to be so natural that it can be difficult for the researcher to identify them as culturally specific and historically distinct ideas, for example, that educational toys are valuable assets to parents and educators. But according to education professor Linda Cameron, all toys can teach something; an educational toy is simply one that is defined by the manufacturers that way (âDo âEducational Toysâ Really Teach?â 2009). As researchers, we need to be aware of and question our own cultural beliefsâa difficult task. Essentially we are doing fieldwork on ourselves.
Game-Playing Modes
As I have noted, the focus of educational toys is on adult expectations for children. Similarly, religious toys aim at shaping childrenâs religious identity according to adult views of religiosity. Games try to do this through a number of devices, including emphasizing knowledge, moral conduct cards, and spiritual game rewards. For example, most of the Muslim games, as well as some Christian and Jewish ones, are Trivial Pursuitâtype games, which require knowledge of ritual, religious history, and so on, for a player to move forward in the game. The Hajj Fun Game asks questions of varying levels of difficulty, e.g., âWhere is the birthplace of the prophet Mohammad located?â or âWhat is Rukn Aswad?â Moral conduct cards are common in many games, the level of the ethical issue being based to some extent on the recommended age for the game. For example a card in the Armor of God game (Christian, ages five to nine) states, âYou are tempted to lie about the lamp you broke, but you tell the truth instead.â In some games, moral conduct cards will move you forward or back; in this game, having told the truth, the player gets a spiritual reward: the Belt of Truth, one of the Armor of God playing pieces needed to win. Event cards may also have moral implications; picking up the wrong Career Event card in the Vatican game will land you in the Cesspool of Sin. Another approach altogether is that used in more evangelical games like Salvation Challenge, âwhich imparts clear judgments about proper Christian behavior. This game bestows greater rewards to those who jump up, put their hands in the air, and loudly proclaim âJesus, Save Me!â when they land on the cross than to those players who merely say itâ (Bado-Fralick and Norris 2010: 4). While there are similar motives to these games, the methodologies are different.
Religious games employ imagery as well, in order to appeal to children; the style of imagery also varies. Karma Chakra, a Buddhist game, is almost completely abstract, with intensive thought put into each color and element (Ghartsang 2007), while the BuddhaWheel board is the Buddhist Wheel of Life. Muslim game boards may have images of mosques, but for the most part they are simple and abstract, probably because of Islamic restrictions on sacred images. Judaism has similar restrictions, but many of the Jewish games, such as Kosherland, Let My People Go, or Exodus, are freer in their expressionâwith bright colors, nasty pharaohs, and even a âwheel of plaguesâ in the Exodus game.
Christian boards display the most variety, in part because there are more Christian games in general, a natural result of the history of Christianity and commerce in the United States, as well as the Christian call to spread the gospel in any way possible (Bado-Fralick and Norris 2010: 70-78). The design of Vatican: The Board Game is largely symbolic, with different sections of the board representing through color and geometry steps on the way to becoming pope. The Journeys of Paul game board is a map of the Mediterranean around the time of Paul, with cartoon-style realism used on the event cards. Bibleland uses childrenâs cartoon images to represent Adam, Eve, the serpent, and even the crucified and resurrected Christ. In these images it is hard to imagine Christ suffering very much on the cross, since he is so cute and chubby-cheeked.
Shaping Religious Identity
While these games are intended to teach particular religious concepts through their playing cards or game strategies, children also learn from the images themselves. Stephen Kline, a professor of communications, notes that children are not able to work with abstrac...