DIARY: 'Doing it for the kids' takes new twist at Bandai's child lending library

Ever had the feeling that the world is getting younger, while you're just getting over the hill?

It could be about to get worse.

Toy company Bandai has just come up with new way of getting kids to help promote its products.

It comes in the form of a child lending library for the media. But it's actually the children who are loaned.

They go to journalists who don't have kids of their own, are out of touch with their inner-child and don't understand how today's kids entertain themselves.

The 'library' includes employees' children, kids who have helped with R&D, as well as children who have written to the company because they are fans of particular toys.

Pretty soon, journalists will be able to request a child, who will be sent along with their minder to give kids' perspective on various toys.

The novel idea came about when retained PR agency The Wright Partnership was promoting Power Rangers. Journalists thought the toys were yesterday's news, but they are actually still one of the most popular toys for boys.

But Bandai isn't stopping at the library. It is also considering using children to supplement PR ring-rounds to the media, and to speak to retailers.

Which leaves Diary wondering, will journalists actually notice the difference between a call from a three-year-old toy expert and your average 23-year-old press officer?

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