Colgan_Assignment 1

I explored Stardoll in our first day of class, but I was left with so many questions that I just had to go a bit deeper into this fascinating product. I’m not alone. According to the site’s homepage, 399,363,255 users make up “the largest online community for girls who love fashion.” Stardoll started in Sweden in 2002 as “Paperdoll Heaven” and is still based in Stockholm. Today, Stardoll is a global juggernaut, with gameplay available in 28 languages.

The first prompt on the website is to build your own Stardoll. Unfortunately, the issues start early. The start page shows dolls with a variety of different ethnic looks, giving a semblance of diversity. All of the doll options are thin and beautiful, with default “Barbie feet” ready for high heels. The doll is highly customizable, so it is possible to adjust the doll’s shape and weight, skin color, and gender, but these options are not made clear on the homepage.

Each Stardoll also comes with a room, a personal page, and “a welcome gift of 500 Starcoins.” Stardoll started as a virtual paper doll, so fashion is a major component of the game. Today, real world fashion brands like DKNY and Nelly.com feature their clothing on the site, available for virtual purchase using Starcoins.

Those Starcoins can be earned through gameplay, but they can also be purchased with actual money and then used in Starplaza, the in-game mall. The issue of using real money should be of interest to parents. Children need their parents’ credit card in order to buy individual items or a membership in this world. The account is free and it is possible to use the platform without spending money, but memberships—which turn the user into a “Superstar”—will cost an automatically reoccurring $6.95 a month.

Another area of parental concern is the “Chat and Friends” category which allows users the opportunity to chat with other Stardoll users and join clubs ranging from “ZacEfron” to “StopSealKilling”. As with all online games, users agree that they are at least 13 years of age or older to access the site. Of course, it’s very likely that there are users younger than 13 on the site.

Seemingly created for young children on the platform, a “KidSafe membership” allows access to all doll related activities and games, but blocks the message center, Guest Book, and other forums. It’s likely that this feature was developed based on parental feedback and issues related to cyberbullying. According to the website’s FAQ section, “We are always working hard to improve the safety and security at Stardoll.com. We continuously moderate the site and have several filters in place to avoid name-calling and bad language.” A violation of the code of behavior called the One Stop Rules will result in account termination.

Applying the “Criteria to Consider When Creating New Media Content for Children” to Stardoll is a difficult task. At almost every point, this tool reveals deeper issues within the game. The chat categories offer a community aspect to the game, where users can share the hard work they’ve done to create their dolls but can also speak more generally. Support might be found in clubs like “FamilyProblems,” but these open forums can be potentially dangerous places for unwanted sexual content or users pretending to be someone they’re not. Stardoll says it moderates these groups but with many millions of users, it seems very possible that troubling situations may slip through the cracks.

Unfortunately, I believe Stardoll helps children (though the site’s language frames the audience as girls) develop issues around body image and gender stereotypes that can cause difficulty throughout their lives. Rather than focusing on strong female characters, impossible beauty standards, makeup, and fashion are presented as the tools of the game.

Stardoll is a very fun and engaging site but in terms of value, it’s a capitalistic game. Stardoll is a money-making platform and its unlikely that the company is going to abandon its lucrative partnerships with real clothing brands. However there are possibilities for improvement.

In terms of artistry, Stardoll is actually an extremely well designed platform with beautiful graphics. The final dolls can be works of art and are exhibited as such in the Spotlight tab. As a former Barbie Fashion Design maven, I think fashion games can help children develop creative design skills. As it is now, the design category is limited to hair, fashion, interior and jewelry. This would be a great place for expanding the game.

The interior design interface offers a fairly robust option to design patterns, a process with mathematical applications. The design category could be much improved by including the option to create and build furniture. This could use 3D modeling to teach users geometry and spatial reasoning skills. Allowing users to move beyond fashion could open up additional graphic design, behavior design and engineering games within the platform.

In an ideal world, Stardoll would sever ties with fashion brands, build stronger characters for the much more diverse set of dolls, and explore the rich potential of arts-based learning games. While the new and improved educational Stardoll seems very unlikely, small changes could build on the existing artistic tools of the game to improve its learning potential. Stardoll has recently released its own line of mobile games. These games may offer more possibilities for creating more educational material that will depart from the issues of the main site. Stardoll isn’t going anywhere soon, so hopefully she can diversify her portfolio beyond fashion and makeup.

Intended audience: ages 4-10

Primary purpose: Play! Adventure with Polly and friends (no educational agenda)

Link: http://www.amazon.co.uk/Polly-Pocket-Wall-Party-Treehouse/dp/B0094FZO4E/ref=sr_1_1?s=kids&ie=UTF8&qid=1453977146&sr=1-1&keywords=polly+pocket

When I was six year old, one of my most cherished possessions was my Polly Pocket doll. A small, petite, blond plastic toy, Polly evoked my creativity as I conjured up imaginary worlds and adventures. The subject of our play, however, was limited in scope to all things deemed stereotypically “girly.”

Inspired by my past parasocial relationship with Polly and its implicit influence on my own development, I have chosen to evaluate a new Polly Pocket set available on Amazon (Polly Pocket Wall Party Treehouse). My evaluation is guided by Wartella’s framework for creating new media. Specifically, I have honed in on diversity and value for my redesign.

GENERAL DESCRIPTION

The Polly Pocket Wall Party Treehouse is a multiple level play set for the iconic Polly Pocket doll. It includes removable pieces so children can customize their Polly Pocket adventure— interacting with a slide, zip line, basket, Polly doll, and her pet, kitty.

DIVERSITY

Review:

At first glance, this gendered product portrays limited diversity. Polly, herself, is a blond, thin, attractive female. While the toy does not “exploit” stereotypes, it does not provide a variety of diverse dolls to interact with the play set. There is no option to choose a different format of the doll. Attempts at diversity are limited to including graphic representation of Polly’s friends on the cover of the box. However, such inclusions of clearly fake, diverse, friends are juxtaposed by the image of the included blond Polly doll. This Polly doll is not a graphic drawing, but rather, a real component. I believe that the clear distinction is an interesting design choice!

Redesign:

Polly Pocket has a large gap to fill in terms of creating an appealing product for children from a variety of racial backgrounds. I believe that one approach to sparking more meaningful para-social relationships for a larger audience is to create dolls that resemble different races. If affordability is a problem for some families, Polly Pocket might also redesign the product to include a base model and various ‘add-on’ features for those who can afford it. This way, socioeconomic status will not be a large deterrent for children to play with the toy.

INTERACTIVITY/ EDUCATION

Review:

This Polly Pocket set has received glowing reviews on Amazon. The toy is not meant to be educational, but rather for play. I believe that its format succeeds in achieving this goal— children are able to safely play and modify the set. As many other doll toys, Polly Pocket does not offer many simulations for “real life choices” or a large exposure to new and interesting ideas. It does, however, foster a sense of community by providing children the opportunity to join a social network connecting Polly Pocket doll users.

VALUE

Review:

Clearly, this toy is very fun for children of the appropriate age and gender demographic. The content and format of the toy is valuable as it promotes play and creativity. Furthermore, it promotes gender diversity by creating a product in which girls are not limited to explore topics with clearly feminine stereotypes, such as the fashion set I grew up with. Rather, it portrays Polly as an adventurous “maker.” She has the capabilities of thriving in the outdoors, and building her own fun moments.

Redesign:

I think the message of subtle female empowerment in this toy can be strengthened. Because the hands-on features resemble engineering toys for boys, I believe it could be an incredible stepping stone to increase female exposure to STEM at a young age. To incorporate this new vision, inspirational quotes and messages regarding the power of females would be added to the box. For example, phrases such as “Build the future with me” or “I can do anything” or “Learn how engineering is awesome” might spark a sense of self-confidence in girls.

ARTISTRY

Review:

The general aesthetic of the toy is very appealing. With bright colors, removable pieces, and wall-mounted features, Polly Pocket supports its play value. The various pieces are engaging. However, it is difficult to confirm this remotely through the internet.

SAFETY

Review:

On Amazon, there were no negative reviews re: safety. Explicit instructions for safely engaging with the toy were provided in multiple locations on the product description.