Spiderman, Spiderman – What Have They Done to You Now?
They have done well getting their movies linked with instantly available merchandise. My three year old can name you all the super heros not because we have taken him to see any of the movies, animations or comic strips, but because they are omnipresent in shop windows, supermarket isles, on food packaging and clothing.
A great example of creating a far-reaching brand. However, after this weekend I am not sure how loved the brand is in parent’s eyes! Dear son had earned a toy and since he is in spiderman mania we got him a matel toy figure – happy it did not come with another silly plastic gun that gets lost, doesn’t fire and is totally unrelated to the super hero within their movie story lines. What should have been an amazing spider man success turned out to be an amazing disappointment when little one pointed out that they made him all wrong! He was not wearing the right boots, he had no gloves, his sleeves were too short and he could not bend into the position of the poster display where he is crouching.
We resolved it by actually painting the faults in with permanent red pen and discussing at length how this was just a pretend toy – but it did make me realise once again how well we are trained to recognise music, patterns, visuals, logos and how deeply we associate them with our experiences of those brands – and how we struggle when somebody changes them.
It may be one of the many reasons why big brands tend to evolve their brand identity instead of giving it a completely new look – unless they are looking at a very different positioning and new brand message ‘ala BP in 2000.
Just why Matel decided to release a toy that bears so little resemblance to the icon they spent so much time and money for creating I don’t know, but I do have to admit it has been a valuable lesson in Martin Lindstromeque ‘brandwashing’ and the power of a marker pen.