Toys R Us pulls Breaking Bad toys over controversy

[Robo-Floatzel]

Source: Toys R Us Breaking Bad Dolls at Center of Online Petition Protest

Susan Schrivjer, a mom from Fort Myers, Fla., was a fan of the award-winning AMC show Breaking Bad. “I thought it was a great show,” she told a local TV station recently. “It was riveting!”

Even so, she thinks it’s not such a great idea to sell action figures based on the show’s notorious crystal meth dealers Walter White and Jesse Pinkman in a store where the customer base is families with young children. So last week Schrivjer launched a Change.org petition criticizing Toys R Us for selling “a Breaking Bad doll, complete with a detachable sack of cash and a bag of meth, alongside children’s toys [as] a dangerous deviation from the [company's] family friendly values.”

The petition, which asks Toys R Us to stop selling the dolls, had attracted signatures from more than 2,200 supporters as of Monday morning. The “Breaking Bad”-Toys R Us protest picked up extra steam after Schrivjer appeared on The Today Show this weekend, making her case that “anything to do with drugs” should not be sold in a toy store. She has no problem with the figures being sold by e-retailers and shops that are less likely to be frequented by children, such as adult novelty stores. (For what it’s worth, Breaking Bad figures are also sold by Barnes & Noble, Walmart, and other major retailers. Walmart even sells a pink Breaking Bad teddy bear.)

Toys R Us has released a statement clarifying that the Breaking Bad packaging “clearly notes that the items are intended for ages 15 and up” and that they’re only sold “in the adult action figure area of our stores.” Yet Today Show staffers found the drug dealer figures within arm’s reach of G.I. Joe dolls, Super Mario Brothers figures, and other products of obvious interest to kids. Schrivjer and her supporters are of the opinion that the Breaking Bad figures shouldn’t be sold anywhere in a toy store: “Its violent content and celebration of the drug trade make this collection unsuitable to be sold alongside Barbie dolls and Disney characters.”

Even though I never watched Breaking Bad, I think this is ridiculous that someone wouldn't allow a toy store to sell toys based on TV shows and films aimed for an adult audience because it might be a bad influence to kids, regardless if the characters the action figures depict are. Honestly I think there should be an adult section of stores like Toys R Us or otherwise or have a warning label on the box telling consumers that the products are intended for an adult audience. What do you think, was it right that these toys were removed, or should something else have been done about it?

 

[Chibster]

I would be alright with it, but there are better places to sell those like at comic book stores, pop culture stores, etc. What bothers me the most about ToysRus is that it still markets toys gender specifically.

 

[Robo-Floatzel]

I would be alright with it, but there are better places to sell those like at comic book stores, pop culture stores, etc. What bothers me the most about ToysRus is that it still markets toys gender specifically.

Exactly, and there is always online retail, but Toys R Us can be pretty bad in the fact that it still stereotypes that toys are meant to be played with by children rather than to appeal to such people like toy collectors, and ignoring males who play with female toys *cough*bronies*cough* and vice-versa.

 

[Boshi234]

I have bought Spawn ''collector items'' and saw some Mortal Kombat action figures in Toys R Us some years ago. For those that might not know Spawn is a comic book that features things such as demons from Hell and other comic book stuff and Mortal Kombat is an M rated video game where there are demons from Hell and other video game stuff. And I have a Spawn toy since I can remember and I have Scarface on Blu Ray and the first time I watched was when I was a kid.
I ain't selling cocaine in Miami or worshipping demons so yeah only dumb kids (in my honest opinion) get influenced by Breaking Bad or are actually more influenced by adults around them.

 

[Joshawott]

I actually agree with this decision. Merchandise based on shows like Breaking Bad are better suited for retailers of adult collectables, like Forbidden Planet.

Speaking of Toys R Us, I'm actually shocked that they stock 18+ rated video games like Call of Duty as well.

 

[Jolene]

I actually agree with this decision. Merchandise based on shows like Breaking Bad are better suited for retailers of adult collectables, like Forbidden Planet.

Speaking of Toys R Us, I'm actually shocked that they stock 18+ rated video games like Call of Duty as well.

You have to remember that Call of Duty's core audience are 12 year olds.

I agree as well with this decision. Breaking Bad isn't a show you want impressionable kids watching.

"Mommy Mommy I wanna be a druglord when I grow up!"

 

[Joshawott]

I actually agree with this decision. Merchandise based on shows like Breaking Bad are better suited for retailers of adult collectables, like Forbidden Planet.

Speaking of Toys R Us, I'm actually shocked that they stock 18+ rated video games like Call of Duty as well.

You have to remember that Call of Duty's core audience are 12 year olds.

Which is why the games have a big "18" logo slapped on their front cover.

Sure, a large number of people playing the games are under 18, but they shouldn't be.

 

[Robo-Floatzel]

I actually agree with this decision. Merchandise based on shows like Breaking Bad are better suited for retailers of adult collectables, like Forbidden Planet.

Speaking of Toys R Us, I'm actually shocked that they stock 18+ rated video games like Call of Duty as well.

I kind of find that hypocritical to an extent. They'll take off merchandise based on adult TV shows like Breaking Bad, but they'll keep M-rated video games on the shelves despite the stores "family-friendly values". Basically, Breaking Bad toys are "bad", but Call of Duty is okay, makes perfect sense, right?

I do think they would be more appropriate for comic book stores and more adult-oriented shops, but at a regular toy store they should be put in a more adult section rather than have them located in the same aisle as something Hasbro would make.

You have to remember that Call of Duty's core audience are 12 year olds.

I agree as well with this decision. Breaking Bad isn't a show you want impressionable kids watching.

"Mommy Mommy I wanna be a druglord when I grow up!"

12 year olds will play Call of Duty, all while 21 year olds are seen on college campuses playing Pokemon games on their handhelds all the time. To me, I think it's the stores fault not for selling them, but for not making the warning labels on the box more visible to tell them they are intended for an adult audience, or not organizing them more separately from "kid friendly" franchises like those from Hasbro and Mattel.

 

[Jolene]

There's nobody you can blame but the parents. They buy these M rated games for their kids despite being notified of the adult content. The store clerk can't really stop them.

 

[ocelotlrama jaguar]

The thing about M-rated games is that the game covers typically do not depict anything disturbingly graphic and they are normally kept behind display cases. They also have a strict policy on selling these games to minors, so there's also that. As Jolene said, that blame can only be put on the parents or supervisor for:
1. Not keeping an eye on Jack (or Jill) when he or she plays with his or her older sibling's video games and,
2. Buying them the games in the first place. They should not be playing these games. Period.
There is also the fact they could be at a friend's house, but that still goes back to the parents of said friend, so yes, this all falls on the adults.

Getting back on topic, while I agree full-heartedly with Toys R Us's decision on not selling Breaking Bad toys, it still bugs me that they sell toys from other adult franchises, like stuff from South Park and The Simpsons. Well, The Simpsons can be pretty tame, but SOUTH PARK?? Breaking Bad is a bad influence, but not South Park? The same show with all the disgusting toilet jokes and political incorrectness gone mad? I'm a little confused.

 

[Stuntology]

I don't think that it's exactly an appropriate place to sell them, but I'm not that surprised by it. I'm pretty sure I've seen Alien and Terminator figures there before.

 

[Beth Pavell]

The fact is that Toys R Us have to make decisions based on what's popular, not on what's "right". If enough of their customer base are annoyed by a product line, they have to pull it because, frankly, it's better to keep them than lose them.

I'm not really surprised that Toys R Us have been creeping into the adult toy market - so to speak - since traditional retailers have been having to try harder to compete with the online world for a while now. There was always going to be a moment where the stock crept over that line of what their main customer base was prepared to accept (Which is still mostly parents and small children, after all)

 

[Stuntology]

I'm not really surprised that Toys R Us have been creeping into the adult toy market

Haha, imagine the controversy THAT would cause!

 

[garrison-san]

Honestly, if the Breaking Bad action figures contained bags of meth for accessories, then I think this was absolutely the right thing to do. Even if the toys weren't actually aimed at children, stocking items which explicitly showcase drug culture in a predominantly kid-orientated store doesn't seem like a particularly bright move.

 

[CrackFox]

I had no idea Toys R Us would ever think about stocking this kind of thing. Even though I don't think that things like this have any impact on the way a child will develop, I can see how in this politically correct world they wouldn't be suitable. Aside from that I just don't think they'd sell well in a store like that, kids want one of those princess dolls from Frozen not a Walter White Bobblehead xD

At that age I would have prefered the bobblehead to be honest. I was brought up on 18+ horror movies and adult content, pretty much everything except for pornography. It didn't have any effect on how I turned out, I think that's a load of bs personally and a poor excuse for kids who do grow up and go on to do bad things, but that's a whole other debate entirely.

Toys R Us could/should have an adult section of the store though, I think that would be profitable for them and parents of young kids could just stay out of that area if it's well established enough.

 

[Bolt Strike]

Why did they even think selling Breaking Bad toys in a kid's toy store was a good idea in the first place?

Toys R Us could/should have an adult section of the store though, I think that would be profitable for them and parents of young kids could just stay out of that area if it's well established enough.

How exactly would they enforce that, though? And would it be worth the store space?

 

[garrison-san]

Toys R Us could/should have an adult section of the store though, I think that would be profitable for them and parents of young kids could just stay out of that area if it's well established enough.

That would be a terrible move PR-wise. Toys R Us has always marketed itself as a family-friendly brand - there's no more sure-fire way to compromise that brand than by sticking an "adults only" section in their stores.

This is why Disney markets its less kid-orientated films under the Touchstone Pictures label instead of their standard Disney one - when you're trying to maintain an established brand, then there are some markets which you just can't touch.

 

[CrackFox]

How exactly would they enforce that, though? And would it be worth the store space?

Well to even stock this kind of thing (even if it's later decided upon as inappropriate) goes to show that they are interested in an adult market as well. Just don't mix the two. It's like any store that sell DVDs, you have a kids section and an adult section. These days there are an abundance of 'toys' for adults based on tv shows and popular culture so I think it's missing a trick to not exploit both markets. As it is now I wouldn't go in a TRU but if I thought they sold some cool stuff based on my more adult interests I would so I think it could potentially be a good move for them. Lots of stores remarket themselves.

What I mean about establishing the devisions is having two sections clearly defined for each, not mixing the more adult stuff in with the kids stuff which is probably the case right now.

Do parents really care about a family oriented brand? They just go to the store which is likely to stock the kind of toys their kids will appreciate. Even if it did ark a few parents enough to stop going there with their kids it would encourage more custom from the older generation. I imagine the store has struggled since the 90's. Kids don't want disposable toys for christmas like they used too. They mostly want technology (my 5 year old cousin is getting an ipad for Xmas) so the popularity of stores like that has vastly decreased. I've read a few times that they're in financial trouble.

 

[garrison-san]

Do parents really care about a family oriented brand?

Doesn't the very existence of this thread answer that question?

 

[Lyrebird]

Do parents really care about a family oriented brand?

Come on, man. Of course parents care.

A few things. Adult section doesn't sound good considering generally what adult actions actually mean. Then the create it and stuff takes a lot of money including a lot in marketing and if it goes bust which it would likely happen then the business loses a lot. Why change their whole core business for something that doesn't really appeal to adults. If you want 'toys' from TV shows, go to the net or a comic book store.

Now on your DVD comment. Most of the time there is a kids section and the rest. Kids section is generally in a store for everyone which ToysRus isn't. Kids still love toys. So unless you show me a study that shows that kids don't want disposable toys and that the franchise has struggles for 20 years, I'll call bull. How can a business struggle for 20 years and still be in business?