Inevitably the kids channels are filled to the brim with toy adverts – a) it’s kids TV and b) Christmas is coming! But one advert left me a little uncomfortable today.
Gears of War has Meccano sets out!
Now, neither of these products are ‘new’. Meccano is something my grandfather used to tinker with as a younger man! Gears hit the marketplace in 2006. But the cross over is somewhat uncomfortable for me – mainly because Gears of War 1 to 3 (and presumably Judgement when it comes out) are all 18 rated games.
I’m not some prude, I know an awful lot of under 18s have played the games and that a great many parents are happy for them to do so – believing their son or daughter are mature enough to understand the adult content of the games.
But they are advertised as 18 rated games, at times when a mainly adult audience is likely to be watching on channels mostly viewed by adults.
Does an 18 rated game have a place advertising toys on children’s TV at 4pm on a Monday? (Peak viewing really – after school etc)
Other games have toys attached to the franchise – Halo for one. But on Halo 3 has thus far had any kind of ‘age certificate’ attached; Halo 3 was a 15. Effectively anyone could buy Halo ‘1’ (original Combat Evolved or Anniversary), 2 or 4, ODST or Halo Wars. Gears? Not so (or at least it shouldn’t be if shops do their duty)
In reality it is just a studio maximising its revenue streams – making greater profits where possible, and as I said other franchises have done it. But something sat very awkwardly with me about the whole thing where a young lad can buy toys associated with a game he cannot buy himself…
I suppose it is no different to the Robocop toys that were on the shelves when I was a kid, and maybe I have simply become an old fuddy duddy, but the whole thing felt very dirty.