October 22, 2014
Toys ‘R’ Us pulls ‘Breaking Bad’ action figures from stores
For those not familiar, "Breaking Bad" was a highly successful AMC cable television show about a chemistry teacher who used his training to make meth and become a drug lord. The show’s popularity led to the creation of a line of action figures. Those figures wound up on the shelves of Toys "R" Us, drawing the ire of a Florida mom who started a petition on Change.org to get the chain to remove them. Toys "R" Us has done that, making some people happy and others not so much.
The petition on Change.org, started by a woman from Fort Myers, FL, reads, "Toys ‘R’ Us is well known around the world for their vast selection of toys for children of all ages. However their decision to sell a Breaking Bad doll, complete with a detachable sack of cash and a bag of meth, alongside children’s toys is a dangerous deviation from their family friendly values." As of earlier today, there were 9,300 signatures on the petition.
While Toys "R" Us maintained that it only sold the Breaking Bad toys in the area of its stores reserved for adult action figures, it nonetheless decided to remove the items from its shelves. A search on toysrus.com also turned up zero results for the show title or the name of its main character, Walter White.
According to The Associated Press, the retailer issued a statement that said, "The action figures have taken an indefinite sabbatical."
While some were pleased with the chain’s action, others were not. Some went as far as to say they would no longer be shopping at Toys "R" for caving to pressure from the PC police.
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Discussion Questions
Did Toys “R” Us make a mistake not anticipating the negative reaction that some parents would have to the “Breaking Bad” action figures? Is it appropriate for the chain to sell merchandise suitable only for adults? Would you have handled the public reaction differently?
Poll
Given the current social climate, Toys ‘R’ Us did make a mistake for failing to recognize that someone would inevitably take offense. I see the action figures as a better fit for a chain like Hot Topic or Spencer’s.
That being said, Toys ‘R’ Us has ventured into other categories, such as gaming and mobile devices, in order to attract a more mature audience. It needs those shoppers in part to offset the very seasonal nature of the toy business. But it’s a fine line, and the decision to stock Breaking Bad dolls fell on the wrong side of the line for some of its core shoppers.
Only time will tell, but what about putting ratings on action figures, much like movies, TV shows and video games? I do think Toys ‘R’ Us acted too soon and may have to react to additional pressure in the future. It sets a standard that may block Toys ‘R’ Us from doing business, making profits and losing market share. Again, only time will tell!
What were they thinking? Meth is an illegal drug that has destroyed families—Toys ‘R’ Us is all about families.
Yes, the show was a hit with the public and critics but Toys ‘R’ Us should have anticipated there would be a negative reaction.
Retailers make decisions about their assortments every day, what to include and what to pass on. That assortment needs to fit their strategy and image. An adult action figure like Breaking Bad may be perfectly fine for one chain, it may be inappropriate for another.
In Toys ‘R’ Us’s case, the toy does not fit with its vision “to put joy in kids’ hearts and a smile on parents’ faces.”
We had a local video rental store that would keep the adult movies in a room in the back that you had to be over 18 to go into. Its fine if Toys ‘R’ Us wants to sell weird stuff like that but do it online or put it someplace where kids won’t get at it.
The short answers are yes, no and yes.
Hearing of all the acclaim the show was receiving, I attempted to watch it. The outcome was wondering why there was any acclaim at all.
Simply put, what we feed ourselves is more important than we think. What is fed to children even more so.
This is another perfect example of there not being someone in the room where decisions are made charged with saying “What are you thinking?”
If there is no self-admonition, at least there is well-deserved public admonition.
I want them!
You know what, people need to get a sense of humor. That “doll” seems to be more of an adult joke toy than anything else. I have young kids and there is no way they’d sit through that show or even have a twinkling of an idea of what was going on if they did (besides, I wouldn’t let them watch it). If I was shopping and saw that doll I’d say, “oh, that’s funny.” But if my kids saw it, they wouldn’t even know what the heck it was.
Reminds me of the fury over A&F t-shirts. C’mon, lighten up. Maybe Toys ‘R’ Us just needed some PR.
Walk through the Toys ‘R’ Us board game aisle and you’ll see adult games like Taboo and Rotten Apples next to kid games like Candyland. Check out the video game section to see Grand Theft Auto displayed with Super Mario Bros. Many of Toys ‘R’ Us’s other action figures also fall into the category of adult collectibles and not toys. Are Walking Dead toys any less inappropriate for young children? I certainly agree that some of these toys and games are not appropriate for children, especially younger ones. However, as the “world’s biggest toy store,” I think it is Toys ‘R’ Us’s absolute right to sell toys that meet the demand of adults wanting to “be a kid.” Parents cannot expect public retailers and companies to dictate what’s best for their families. They must choose what to buy and what aisles to take their kids down. This applies at the toy store, at the book store, in the clothing department, in the grocery store and any other space purchases are made.
I fully agree with Steve and Mohamed’s comments. Toys ‘R’ Us has positioned itself as a family store, and this product clearly doesn’t align with that positioning.
Thinking back to when I took my kids to Toys “R” Us, I can’t imagine that I would expect them to see the doll or understand what it was about. I would not have been upset and I wouldn’t have signed that petition.
Having a broader perspective today makes me wonder about the adult collectors of action figures. So there are adults who want to play with dolls? Or do they just want to look at them? Either way…I had no idea!
What they did was wrong on so many levels! Hey, I’m not a prude nor a PC police-person and yes, I watch and love “Breaking Bad,” but this is not even close to representing the Toys “R” Us brand’s nice, wholesome, kid’s world!
And how could they NOT have expected this thing to backfire? Very poor judgement on their part.
And that’s my 2 cents!
To me, this is a laugh-out-loud moment. I agree with Jason Williams, above. Who determines that “Breaking Bad” is BAD, but “Walking Dead” is OK? More perplexing, is a “Breaking Bad” doll worse than a “Grand Theft Auto” video game? Not in my book!
Either put it on the shelf and see if it sells or cleanse thy shelf from anything more offensive than “Candy Land.”
Unless the petition included all the BAD offerings of TRU, the 9,300 signatures represent the ultimate hypocrisy. Shame on TRU for folding on this one.
Would they have sold a Charles Manson “action figure” (complete with a little axe and vial of blood)? Although I would normally think poorly of people—or companies—who cave to public pressure, that doesn’t extend to situations where the action shouldn’t have occurred in the first place (though, of course, they get demerits for showing that poor judgment in the first place). If “being PC” now equates to showing at least SOME standards—or respecting those who do—I’m for it.
Although statistics on adults purchasing toys are fascinating, I can’t fathom how TRU rationalized this line (and I’m a “Breaking Bad” fan). Walter White, holding a gun in one hand and a bag of meth in the other? Cray cray! If TRU plans on pursuing these types of themes in the future, they should carve out dedicated space or create a separate concept geared toward adults.
It may not have been a great idea for TRU to make these dolls available, but some other company should carry them, and fast. They’ll sell like crazy. They’d be the ultimate office gift.
I’ve come late to this discussion, so to summarize:
- Yes, Toys “R” Us made a mistake carrying this doll. What were they thinking?
- No. It is not appropriate for the chain to sell merchandise suitable only for adults.
- No. I would not have handled the public reaction differently, I applaud Toys “R” Us for their reaction.
To those of you who felt Toys “R” Us was caving to PC pressure, I have to admit I can’t fathom selling a doll promoting and extolling meth, at a “toy” store, but I have no problem with selling something that has to do with stealing or gambling. Does that mean there’s something wrong with MY standards?
A major shortcoming with the change.org petition is that it interprets Breaking Bad to be a “celebration of the drug trade,” which it clearly is not. I found it compelling viewing, but the TV series is nothing but cautionary about the bad results that stem from bad choices.
The action figure line is certainly a bit bizarre, and I don’t think it’s appropriate for young kids, but can’t we leave it to parents to make that decision? The same is true about certain video games—do you want your seven year old playing Call of Duty or Halo?
I think Toys ‘R’ Us caved a little bit too easily on this one, if principle was all that mattered. Then again, it probably did not expect to sell very many Breaking Bad toys, so why not make room for something more profitable?
Let’s see, we are in “modern America” where everyone has an opinion and can voice it via the Internet, and where most school systems will expel a kid for pointing his finger at another kid and saying “bang.” And, TRU decides to put on their shelves an “action figure” with a gun in one hand, a bag of methamphetamines in the other, and a bag of illegal cash at his feet. And, they are surprised that they got a firestorm? Hmmm, what is a more appropriate comment than “duh”?
Response to James Tenser’s comment: It’s a real long reach to think that viewers (of any age) will distinguish between celebration and cautionary from viewing this program, but rather just that meth is the subject matter of a very popular show—which makes anything to do with it seem celebratory and supportive.
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Given the current social climate, Toys ‘R’ Us did make a mistake for failing to recognize that someone would inevitably take offense. I see the action figures as a better fit for a chain like Hot Topic or Spencer’s.
That being said, Toys ‘R’ Us has ventured into other categories, such as gaming and mobile devices, in order to attract a more mature audience. It needs those shoppers in part to offset the very seasonal nature of the toy business. But it’s a fine line, and the decision to stock Breaking Bad dolls fell on the wrong side of the line for some of its core shoppers.
Only time will tell, but what about putting ratings on action figures, much like movies, TV shows and video games? I do think Toys ‘R’ Us acted too soon and may have to react to additional pressure in the future. It sets a standard that may block Toys ‘R’ Us from doing business, making profits and losing market share. Again, only time will tell!
What were they thinking? Meth is an illegal drug that has destroyed families—Toys ‘R’ Us is all about families.
Yes, the show was a hit with the public and critics but Toys ‘R’ Us should have anticipated there would be a negative reaction.
Retailers make decisions about their assortments every day, what to include and what to pass on. That assortment needs to fit their strategy and image. An adult action figure like Breaking Bad may be perfectly fine for one chain, it may be inappropriate for another.
In Toys ‘R’ Us’s case, the toy does not fit with its vision “to put joy in kids’ hearts and a smile on parents’ faces.”
We had a local video rental store that would keep the adult movies in a room in the back that you had to be over 18 to go into. Its fine if Toys ‘R’ Us wants to sell weird stuff like that but do it online or put it someplace where kids won’t get at it.
The short answers are yes, no and yes.
Hearing of all the acclaim the show was receiving, I attempted to watch it. The outcome was wondering why there was any acclaim at all.
Simply put, what we feed ourselves is more important than we think. What is fed to children even more so.
This is another perfect example of there not being someone in the room where decisions are made charged with saying “What are you thinking?”
If there is no self-admonition, at least there is well-deserved public admonition.
I want them!
You know what, people need to get a sense of humor. That “doll” seems to be more of an adult joke toy than anything else. I have young kids and there is no way they’d sit through that show or even have a twinkling of an idea of what was going on if they did (besides, I wouldn’t let them watch it). If I was shopping and saw that doll I’d say, “oh, that’s funny.” But if my kids saw it, they wouldn’t even know what the heck it was.
Reminds me of the fury over A&F t-shirts. C’mon, lighten up. Maybe Toys ‘R’ Us just needed some PR.
Walk through the Toys ‘R’ Us board game aisle and you’ll see adult games like Taboo and Rotten Apples next to kid games like Candyland. Check out the video game section to see Grand Theft Auto displayed with Super Mario Bros. Many of Toys ‘R’ Us’s other action figures also fall into the category of adult collectibles and not toys. Are Walking Dead toys any less inappropriate for young children? I certainly agree that some of these toys and games are not appropriate for children, especially younger ones. However, as the “world’s biggest toy store,” I think it is Toys ‘R’ Us’s absolute right to sell toys that meet the demand of adults wanting to “be a kid.” Parents cannot expect public retailers and companies to dictate what’s best for their families. They must choose what to buy and what aisles to take their kids down. This applies at the toy store, at the book store, in the clothing department, in the grocery store and any other space purchases are made.
I fully agree with Steve and Mohamed’s comments. Toys ‘R’ Us has positioned itself as a family store, and this product clearly doesn’t align with that positioning.
Thinking back to when I took my kids to Toys “R” Us, I can’t imagine that I would expect them to see the doll or understand what it was about. I would not have been upset and I wouldn’t have signed that petition.
Having a broader perspective today makes me wonder about the adult collectors of action figures. So there are adults who want to play with dolls? Or do they just want to look at them? Either way…I had no idea!
What they did was wrong on so many levels! Hey, I’m not a prude nor a PC police-person and yes, I watch and love “Breaking Bad,” but this is not even close to representing the Toys “R” Us brand’s nice, wholesome, kid’s world!
And how could they NOT have expected this thing to backfire? Very poor judgement on their part.
And that’s my 2 cents!
To me, this is a laugh-out-loud moment. I agree with Jason Williams, above. Who determines that “Breaking Bad” is BAD, but “Walking Dead” is OK? More perplexing, is a “Breaking Bad” doll worse than a “Grand Theft Auto” video game? Not in my book!
Either put it on the shelf and see if it sells or cleanse thy shelf from anything more offensive than “Candy Land.”
Unless the petition included all the BAD offerings of TRU, the 9,300 signatures represent the ultimate hypocrisy. Shame on TRU for folding on this one.
Would they have sold a Charles Manson “action figure” (complete with a little axe and vial of blood)? Although I would normally think poorly of people—or companies—who cave to public pressure, that doesn’t extend to situations where the action shouldn’t have occurred in the first place (though, of course, they get demerits for showing that poor judgment in the first place). If “being PC” now equates to showing at least SOME standards—or respecting those who do—I’m for it.
Although statistics on adults purchasing toys are fascinating, I can’t fathom how TRU rationalized this line (and I’m a “Breaking Bad” fan). Walter White, holding a gun in one hand and a bag of meth in the other? Cray cray! If TRU plans on pursuing these types of themes in the future, they should carve out dedicated space or create a separate concept geared toward adults.
It may not have been a great idea for TRU to make these dolls available, but some other company should carry them, and fast. They’ll sell like crazy. They’d be the ultimate office gift.
I’ve come late to this discussion, so to summarize:
To those of you who felt Toys “R” Us was caving to PC pressure, I have to admit I can’t fathom selling a doll promoting and extolling meth, at a “toy” store, but I have no problem with selling something that has to do with stealing or gambling. Does that mean there’s something wrong with MY standards?
A major shortcoming with the change.org petition is that it interprets Breaking Bad to be a “celebration of the drug trade,” which it clearly is not. I found it compelling viewing, but the TV series is nothing but cautionary about the bad results that stem from bad choices.
The action figure line is certainly a bit bizarre, and I don’t think it’s appropriate for young kids, but can’t we leave it to parents to make that decision? The same is true about certain video games—do you want your seven year old playing Call of Duty or Halo?
I think Toys ‘R’ Us caved a little bit too easily on this one, if principle was all that mattered. Then again, it probably did not expect to sell very many Breaking Bad toys, so why not make room for something more profitable?
Let’s see, we are in “modern America” where everyone has an opinion and can voice it via the Internet, and where most school systems will expel a kid for pointing his finger at another kid and saying “bang.” And, TRU decides to put on their shelves an “action figure” with a gun in one hand, a bag of methamphetamines in the other, and a bag of illegal cash at his feet. And, they are surprised that they got a firestorm? Hmmm, what is a more appropriate comment than “duh”?
Response to James Tenser’s comment: It’s a real long reach to think that viewers (of any age) will distinguish between celebration and cautionary from viewing this program, but rather just that meth is the subject matter of a very popular show—which makes anything to do with it seem celebratory and supportive.