Parentology

Nostalgia Cash Grab: Barney is Back and He’s After Our Wallets

Yes, dear parents, Barney is back.

Originally created by a former teacher named Sheryl Leach in the late 1980s, within a decade, Barney & Friends spawned a global sensation that expanded to include live performances, books, and albums. 

Barney was an absurdly wholesome singing purple dinosaur that spoke directly to preschoolers.

Now, I’ll admit that I wasn’t a huge Barney fanatic back in the day. His repetitive singing annoyed my mother and there were other things on TV that drew my attention during those formative years. But I’m also not a Barney hater, like many who were profiled in the recent Peacock documentary series.

As a product of public television, the Barney show had a slightly unprofessional look to it, particularly in the early years. I think this was a huge part of the charm, as watching Barney & Friends was almost like watching a televised performance of something you might see at a local library. 

Barney is Back for One Reason Only

Global toy giant Mattel is the driving force behind this week’s announced revival of the Barney & Friends franchise. And it’s a pure nostalgia cash grab, not a genuine attempt to produce quality children’s entertainment.

If you had any doubt, just read the company’s press release: “Mattel’s Barney relaunch is emblematic of the company’s strategy to mine the incredible depth and breadth of its IP portfolio to relaunch heritage franchises.” 

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Nothing nourishes the minds of America’s youth in 2023 like mining the depths of an “IP portfolio” to cash-in on Millennial generation nostalgia.

“Mattel’s comprehensive revitalization of the Barney brand will span television, film, and YouTube content as well as music and a full range of kids’ products including toys, books, clothing, and more,” according to the company’s big announcement. “Apparel and accessories for adult fans, featuring classic Barney, are also in development.”

Mattel is barely bothering to disguise the cynical point of this whole venture; it’s all right there in the freaking press release: “We will tap into the nostalgia of the generations who grew up with Barney, now parents themselves, and introduce the iconic purple dinosaur to a new generation of kids and families around the world across content,” said Josh Silverman, chief franchise officer and global head of consumer products at Mattel.

It wasn’t until the very last paragraph of the announcement that someone decided to toss in a few lines about how the new CGI Barney will help kids “dream big” and “deliver meaningful lessons” about today’s world. And, of course it closes: “We think that parents, many of whom will fondly remember the original Barney from their own childhoods, will love the show, too.”

You see, New Barney isn’t really for your kids, it’s for you and me. Now go buy some crap.

Lizzie Francis

Lizzie is a mom and freelance writer from Dallas, Texas. She spent more than 10 years working in the pharmaceutical industry and has a Bachelor of Science from Florida State University.

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