Parental Perceptions of Toy-based Programs: An Exploratory Analysis

The Federal Communications Commission (FCC) has been asked by Congress to study the effects of programs which feature characters that are based on toymakers’ latest creations. While the viewpoints of certain advocacy and industry groups toward such programs have been well documented, the parental viewpoint has received little attention. This paper reports the results of a study that solicited parents’ (primarily mothers’) responses to questions dealing with toy-based programs. Generally speaking, perceptions of these programs were negative, although not to the extent that one might expect, given the reported views of advocacy groups.