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CHAPTER 4. BIG BANG - PLAYBOY -- PAGE 2 OF 3

And the use of sex spanned the entire spectrum...

from the geriatric set,
[Wrigley's Freedent Cinnamon Chewing Gum]

Brand: Wrigley's Freedent Chewing Gum
Magazine: Better Homes & Gardens
Date: May 1989

to the very young.
[Baby Brother Tender Love by Mattel]

Brand: Baby Brother Tender Love by Mattel
Magazine: Woman's Day
Date: November 1976

 

* G&R RESEARCH COMMENTS *

When Baby Brother was introduced it caused a furor. G&R research showed it attracted nearly three times the number of recallers as the average doll ad, but its increased interest to buy was well below average. Negative comments abounded, such as, “Never would I purchase this doll. I wouldn't take it, if you gave it to me.” As discouraging as this might seem for Mattel, there appeared to be a niche for Baby Brother, as 27% of the recallers gratuitously commented that anatomically correct dolls were a good idea.

G&R tested ad in Woman's Day magazine, November, 1976

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