# Sexualizing Children's Toys Teddy Bears Strip in Disturbing Ad By Ayman | Published 2008-07-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/toys-ig-parental-control References: [adsoftheworld](http://adsoftheworld.com/media/print/ig_parental_control_teddy?size=_original) I can not get over the creepiness of the eye twinkle and smile on teddy's face as he proceeds to strip in these *Internet Group*, Parental Control Ads. Even though the campaign asks you to, “Make the Internet a safe place.” I think it's disturbing to showcase plush toys of a cow, monkey and teddy the bear in various states of undress and body explorations. I can't look at a monkey or teddy doll the same way anymore. The message these ads try to get through is that, “Children can learn many things on the Internet.” the campaign was created by Neogama/BBH, São Paulo, with art director Daniel Prado, and copywriter Patricia Leme. Photography of the poor toys by Gustavo Lacerda with digital retouching by Alessandra Perez. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 80% | Activity: 79% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Internet Safety for Children:** The disturbing ad highlights the need for innovative solutions to protect children from inappropriate online content. - **Ethical Marketing and Advertising:** The campaign sparks a discussion on responsible advertising practices, presenting an opportunity for companies to promote positive messages and avoid sexualizing children's toys. - **Childhood Innocence Preservation:** The controversy surrounding the ad reveals a trend towards preserving the purity and innocence of childhood, presenting opportunities for companies to create toys and products that prioritize age-appropriate content. ### Sectors Adopting This - **Toy Manufacturing:** Toy manufacturers can seize the opportunity to develop age-appropriate and educational toys that promote healthy child development. - **Digital Parental Control Software:** The ad highlights the importance of digital parental control programs, showing a potential market for innovative solutions that protect children from inappropriate online content. - **Advertising and Marketing:** The controversy around the ad calls for a shift in advertising practices, paving the way for marketers to explore creative and ethical approaches that resonate with responsible consumers. ## Related on Trend Hunter - [Adult-Targeted Plush Toys](https://www.trendhunter.com/trends/build-a-bear-after-dark.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Adult-Focused Plush Toy Launches](https://www.trendhunter.com/trends/after-dark1.md) - [Haunting Tech Safety PSAs](https://www.trendhunter.com/trends/centre-for-child-protection.md) - [Plush-Starring Sitcom-Style Campaigns](https://www.trendhunter.com/trends/life-in-stitches.md) - [Playtime-Encouraging Toy Capsules](https://www.trendhunter.com/trends/art-of-play.md) - [Kidult Cougar Plushies](https://www.trendhunter.com/trends/after-dark-valentines-day-collection.md) - [Children-Focused Awareness Commercials](https://www.trendhunter.com/trends/lego2.md) - [Teddy Bear-Centric Apparel](https://www.trendhunter.com/trends/boss-2.md)