minimonos, and my hopes for our children

Hi. I'm Melissa Clark-Reynolds, and I'm the founder of minimonos.

I started this company because, like parents everywhere, I want a better life for my children and grandchildren (not that I'm ready for grandkids!). I want a world where they are free to enjoy childhood without the pressure of worrying whether previous generations have messed it up or not. 

I wonder about the pressures that our kids must feel now with the current economic crisis, coupled with the impending environmental crisis. I want kids to have a safe place to play, hang out and BE themselves, without the pressure to buy stuff. 

You may not realize this, but most virtual worlds exist to solve a problem for advertisers. The advertisers' question is, “How do I sell more stuff to kids?”  Why else did Disney buy Club Penguin? Why do Buildabear and Webkinz and Barbie and every other major toy manufacturer have virtual worlds? It's because the worlds give them a way of merchandising. They aren't really thinking about the kids.

I've got a different question: How can we build a virtual world where the real customers are the parent and the kid? How would it differ from the others out there?

With the right question, some of the answers become obvious. First of all, it's got NO advertising. Did you know the average life of a toy in a US home is 60 days? 60 DAYS????  My house is full of stuff I've bought my kids….  and stuff they got for their birthdays, and Christmas, and because my husband and I travel for work a lot….  and because we love them, and because Nana and Grandmom want to be the special ones….  and….

What if we showed them we loved them without buying stuff?

What if we created them a place to play which was about the experience, and not the stuff?

What if they could actively participate in creating and nurturing a world of their own?

What if that world could teach them something about how to BE in this real world?

What if the lessons were about sustainability and generosity and the joy to be had in nature? 

What if “delight” for the child (rather than for the toy company) was core to the experience?

It is for these reasons I started this company, but I know it has to be bigger than me to make an impact. So I'm inviting you in. Please help make it something relevant to all our children, for all our sakes.

What do you want for your children?  Grandchildren?

How would you like them to “BE” in the world?

 

 

Comments

[John]

Very aspirational, ever since the web arrived in the early 90's I've been watching the battle for "ownership" of the us the users, and in all honesty creators of content. At the same time as you observe marketing in general has got so much more aggressive and worryingly as the kids get savvy quicker so the target demographs seem to get younger in age.

I was amazed when they started actively targeting teens with non-play oriented products, and lifestyle choices. Then along came the tweens, but the more I watch it seems to have gotten younger still in only the last year (either that or I'm more sensitive).

anyway, good luck with everything and I look forward to following your progress, and participating with the kids a little.

JOhn