Looking over the last year of the Toys R Us Twitter feed, it’s tempting to draw a correlation between their leftist agenda and the bankruptcy. I won’t go that far. I’m not saying it hurt them. But I will make the case that it did not help them.
Let’s look at the leftist agenda in the last year’s Twitter feed. They have the typical “diversity first” ads. Each ad must prominently feature a woman or a girl as the main character, flanked by a black person, an Asian, or a latino/a. Not every ad follows this theme, but that’s the general idea.
How are girls treated? Front and center. In control
I wonder what is meant by accurate. Does it mean we have to see overweight or unattractive women and pretend they’re attractive?
Notice the prominent placement of the brown doll. Not an issue if it’s just a random occurrence, but Toys R Us ads all follow a similar pattern.
Notice how the boy is being excluded from the in-group. The girls are smiling at each other approvingly, but the boy is off to the side, not really part of the scene.
For International Woman’s Day, there are female role models. That’s great. Notice that the role model (Shero) is an Asian. No white heroes allowed.
Congrats to Chloe on her success.
And while most of the women in America fighting for women’s rights are middle class white women, the girl prominently placed in the Toys R Us ad is an Asian girl.
Where male adults are allowed, we have 3 black males giving to charity. I’m not saying blacks don’t give to charity. I’m just saying that the way everyone is portrayed has a not-so-subtle message. It also sends a message that, even though women are capable of being role models, sheroes (a made-up word), and high earners, men are still expected to give up part of their earnings to charity.
Where a white man is featured, he’s a pro wrestler. Not exactly the most sophisticated male role you can find.
The other white male that stands out is James Bond. However, he’s a cartoon.
The next theme is “girl empowerment.”
This young lady is darling and engaging. More power to her. I’m not criticizing her. I’m criticizing the forced diversity in the ads.
Empowering girls is important. Nobody in the first world would want to see girls not be empowered, capable, or confident. The problem is that forced diversity doesn’t work. It looks, well, forced.
The problem with girl empowerment is that it usually translates to “boys are stupid.”
In this case, men are lazy
Santa was given spoiled milk and lactation cookies. How would this be received if the genders were reversed?
When boys are featured, they are black, latino, or Asian.
Here, we have a black boy. Yes, he’s a cute kid. Notice how the father is put down in the Tweet. Dad is landlocked so the son tells him to be patient. The boy is not a doctor or some kind of hero. The boy is a mechanic.
Coco, the Disney Pixar film about 12-year-old boy named Miguel Rivera. Notice the confident pose.
They were selling to the growing demographic of latinos in the US. I will admit that this is a smart move. However, I rarely saw latinos shopping at Toys R Us. I usually saw them in places with better prices, like WalMart or Target. Of course, I have no numbers with which to make a good argument, and I’ll readily admit that.
There are male heroes.
Black male heroes.
Notice that the male hero is masked. The leftist narrative is basically that men are interchangeable; nameless, faceless. The government will take care of you and not ask you to take responsibility for your actions.
There are female heroes. We used to call them heroines, not sheroes (a made up word).
This one comes complete with corn rows.
Even their President’s Day ad featured 3 girls and a boy. This does not represent the past 45 Presidents, but if you’re pushing a leftist agenda, history doesn’t matter.
The final straw is that the only Star Wars toys I found were Porgs.
Probably one of the most blatant marketing ploys from Star Wars, which has destroyed itself with its own leftist agenda.
One more time, look through the tweets and notice the lack of response. A total lack of retweets and likes.
You might think I’m enjoying that fact that a company that pushed leftist imagery in its ads went bankrupt. I’m not. I don’t celebrate the demise of anybody. They’re just a company that had an obvious leftist agenda in their marketing.
I’m not even saying that the leftist agenda harmed the company. Outsourcing online fulfillment to Amazon, poor selection in stores, and probably a million other financial factors came in to play.
But I want to hammer home the fact that having a leftist agenda in your advertising is not enough to save a company that is faltering. You need to have solid fundamentals.
To be clear: Toys R Us was a large company that employed thousands of people. I feel for the employees that will now be out there looking for work. I enjoyed shopping there as a child, and I loved their jingles. It’s sad to know that future generations will not know the joy of a Toys R Us jingle. And on top of all of this, they just lost their founder, Charles Lazarus. May he rest in peace.
I simply hope that other corporations learn from this cautionary tale. Don’t treat your customers like they are just data to mine. Stay on top of trends. And above all don’t cave in to what is politically expedient. Don’t pander to the people who want to redistribute wealth and guarantee equality of outcome. They are activists because they don’t have wealth of their own. They have not created it yet. So they will not spend money in your store.
Not only that, they hate large, successful corporations. While you are pandering to their leftist agenda, hoping to be on the right side of history, they are looking for white male executives in your company to destroy in the next wave of hashtag wars. Don’t try to be their friend. They hate you and they want to destroy you. They will place the whole company in turmoil as the minorities and women who are left after the white male purge jockey for position in the Victim Olympics.
God bless Charles Lazarus, God Bless Capitalism, and God Bless the United States of America.