Netflix is looking to become even more enmeshed in our day-to-day lives. How so? The company this month announced an “easier way to make kids’ birthday dreams come true.” The fact that their initiative will only further enhance kids’ loyalty to Netflix characters is conveniently downplayed in the streaming service’s PR for its 15 Birthdays-on-Demand.
Instead, the company focuses on the pressure parents feel to make a birthday special. Unwieldy headline aside, “New Netflix Hack Helps Parents Blow Out the Candles on the Birthday Party Hijinks,” the press release is a smart one. It even incorporates a survey into the discussion of its new service to add credibility.
- 44% parents admit to feeling social-media fueled pressure to give their kids a huge party
- 69% wish they didn’t have to go Pinterest-crazy to give their kids a good time
- 67% of parents globally agree that birthday planning is stressful
Enter Netflix to Save the Birthday
Positioning their service as a “new hack” — because everything of value today is a hack, right? — Netflix touts, “parents can simply press play and kids’ favorite characters will sing them a special birthday greeting – made just for them (or so they’ll think).”
This apparently “[takes] the celebrations to the next level – no cake baking all-nighter required – by letting kids celebrate with Trollhunters or Pokėmon, anytime, anywhere.”
In fact, kids can enjoy a special birthday performance from characters appearing in:
- DreamWorks’ All Hail King Julien, Dinotrux or Trollhunters
- Beat Bugs
- Las Leyendas
- LEGO Friends or Ninjago
- Luna Petunia
- Miraculous: Tales of Ladybug
- Cat Noir
- My Little Pony: Friendship Is Magic,
- Project Mc2
- Skylanders Academy
- Word Party
Not convinced, Netflix
OK, it’s a cute idea. I’ll likely even set up a Ninjago or Trollhunters one for my son come February. But, let’s be honest here. This is not the be-all end-all solution to birthday party angst. This is likely to be less than five minutes of fresh entertainment related to my kiddo’s birthday. That still leaves me with a birthday party to plan, cake to bake, and balloons to blow up.
Really, Netflix has just added one more thing to do. Because once a kid hears from her friends about getting a birthday greeting from Luna Petunia, she’ll be wanting one for herself too. Even putting the whole product release in terms of making life easier isn’t going to distract me from the fact that the streaming service is looking to find another foothold into the imagination of children.
But, nicely played, Netflix. Nicely played.