Mia Freedman is the new face of Fisher-Price
Former Cosmopolitan editor Mia Freedman is the new face of toy brand Fisher-Price.
http://youtu.be/fzZALuReMys
Freedman is the founder of Mamamia, a female-focused website, and was appointed editor of Cosmo at the age of 24.
http://youtu.be/ibESRbn5Xwc
They’re havin’ a larf, right?
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Isnt this the same person who wrote a whole article about how she hates to play with her kids??
Strange person to choose.
http://www.mamamia.com.au/pare.....lay-games/
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Ahem – the woman who wrote about how mind-numbingly boring children’s games were? Also, aren’t her kids too old for the brand?
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i think simon baker reprising his role from e-street would have been a better choice of talent
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Yeah but at least she hasn’t written an article about how she hates to take money to front a brand that champions parents playing with their kids.
Now that’d be hypocritical.
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@ Sally…Great find………I bet the people at Fisher- Price will especially like “Let’s be clear: I love spending time with my kids. I love talking with them and pottering with them and baking with them. I love watching them play. It fills my heart. I just don’t want to play with them.” Seriously who did the checks at the agency when she was suggested for talent ? LOL !
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@ sally – pure gold, I didn’t think Mia could sink any further in my estimations of her shallowness. At least as Mia has written the article we won’t get the usual ‘it was taken out of context BS’
‘Is there a word to explain the sinking feeling I get when a child asks me to play? It’s a heavy mix of guilt and dread that occurs somewhere in my chest and is difficult to flick
However, when an advertised comes knocking
Is there a word to explain the the feeling when an advertiser asks me to play with kids toys? Ka-ching.
Great creative, I’ve seen it on air and it works really. Mia has a great profile now, good fit and great win for Mattel.
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This is perfectly on brand for Mattel, cute kids.
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Where in the advert does she play with the child? She clearly says I love WATCHING them play. The ad goes on to say the toys teach them on their own and with others and shows a child playing with another child. Don’t think the article and the ad conflict.
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@ Erin @ Nicky…So one of you did the creative and the other reccomended the talent right ?
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I’m not sure tjhere is a contradiction there, Sally, Suse and Rob.
The ad appears to feature kids playing on their own. Arguably, that’s entirtly consistent with the line in Mia’s original piece.
Cheers,
Tim – Mumbrella
perhaps an even better execution would be the kids playing with the Fisher-Price toys on their own while Mia kicked back and watched tv or drank cocktails….entirely consistent with her article.
“fisher-price, the toys for parents who hate playing with their kids”
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I like this ad. Is anyone allowed to make a positive comment or is it only snarky around here. Oh and i have nothing to do with whoever made the ad – i just like the ad.
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Is this really news – this ad has been on air for weeks.
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@ Tim, I think your right from a journalistic/ethics in writing point of view. She only says she like to “watch “
I can only comment from a marketing position. Based on her blog, using her as a brand ambassador is an absolute joke ! A disaster waiting to bite the brand on its nappy clad bottom. Unless Fisher-Price specifically targets that rare niche of parents who have the motto in Mias’ words “love watching them play. It fills my heart. I just don’t want to play with them.” Fisher -Price runs the risk of alienating the bulk of its demographic…. Us poor working stiffs who barely have a moment to ourselves but find the cash to buy their toys and the time to sit down and play with our kids.
Mattel are a slick marketing organization but this one got through the keeper. if the global marketers find out about this local execution….someone unfortunately gets the bullet.
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Actually, the target audience for these pricey bits of coloured plastic is aspirational mums who want their kids to grow up to be lawyers and doctors, have plenty of disposable income with which to buy their offspring expensive educational toys to help achieve that end, but in all honesty would rather leave the hard graft of child-rearing to the nanny.
Mattel has been very clever choosing Mia. She’s onto that demographic like flies on shit.
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What a joke.
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Tim appears to have a little crush on Mia – defensive and clutching at straws much Tim? you’re making a little bit of a fool of yourself.
Surely Fisher-Price weren’t thinking of a mother looking on, filled with dread at the thought of playing with her children.
“just set them down, and hope to god that they don’t ask you to play with them”
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Wow. Once again the haters have come out in force. I like Mia, and she’s a great fit for the brand.
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Ha ha what a joke. Dont know a mum or dad who doesnt love their children, so is “playing with your children” or ” watching children play” the barometer of love? or neither. Mia Freedman looks to me like a modern mum who could front a number of brands. Maybe not for everyone.
For the knockers, Where are your children when you type/surf on these forums?, i hope in bed asleep, not “playing alone”, unloving ,unplaying mother.
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Hello,
Glad you found my column – clearly as it has been published in Sunday Life and on Mamamia, I was hardly trying to hide it.
And Fisher-Price were totally aware of it. Of course they were.
Like any commercial relationship I have, I thought carefully about this one and agreed with Fisher-Price that the fit was right.
I have three kids and like most parents, I’ve bought a shed-load of toys over the years in the hope they will amuse and entertain my kids so I do actually know a thing or two about them.
I’m always honest in my columns and one like this is obviously written humorously and to poke fun at myself.
Of course I play with my kids – and I’ve been doing so for 13 years……even if I might be taking a sneaky peak at my emails at the same time. The great thing about kids when they’re this little is that they don’t notice. They just want to bang stuff and put balls in holes.
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Oh yes. Because all mothers MUST love playing with their kids. The majority of mums that I know find sitting on the floor playing with their kids for hours on end BORING! The more toys they have that they can play with by themselves the better.
The comments on this site are the perfect example of the nastiness of online forums.
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@ Mia,
Thanks for giving us the background on your deal with Fisher-Price. I retract my earlier statement “Mattel are a slick marketing organization “.Knowing what i know now…I certainly won’t be short listing any marketers from that company in the future!
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I think Shakespere sums it up best
“The lady doth protest too much, methinks”
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This is rich – a bunch of advertising folk accusing someone of selling out
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Wow, what a response this woman gets! I can’t say I’m always a fan of Mia but at least she’s up front about what she believes. So every mother who said they didn’t like playing with their kids now doesn’t need to buy them toys? Honestly, so petty.
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I read Mia’s blog and her column in the sunday paper. Anybody who has read anything that she writes will know that she adores her children she might not spend endless hours on the floor playing dolls but to think that she would not buy them the best possible toys is laughable.
If a mother that finds games tiresome is happy to give her kids play Fisher Price toys isn’t that a glowing endorsement?
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