This news article explores the booming phenomenon of kidfluencers, particularly those who earn millions through toy unboxing videos. It delves into the ethical concerns surrounding child labor, privacy, and the blurred lines between play and work in the online world. The article highlights the potential impact on children's aspirations and the significant revenue generated by this industry.
Videos of children opening boxes of toys and playing with them have become a feature of online marketing — making stars out of children as young as two. Twelve-year-old influencer Ryan Kaji, for example, earns US$30 million a year on YouTube leading one of the most popular children's channels. His empire was built on toy unboxing .
But current child labour laws in New Zealand and elsewhere do not see child influencers as a type of “child worker”. And it is difficult to do so. While kidfluencers seem to be genuinely playing with the sponsored toy, their content is managed by contracts with advertisers, and expectations set by their parents. Therefore it can't fully be labelled as “play”.
Kidfluencers Online Marketing Child Labor Social Media Toy Unboxing
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