New York, NY – Nov. 7, 2016 – The Children’s Advertising Review Unit (CARU) has recommended that Moose Toys add an audio disclosure to broadcast advertising for “Qixels 3D Maker” to better assure that children understand their Qixel creations require up to 60 minutes drying time before they are handled.
Television advertising for Qixels 3D Maker came to CARU’s attention through CARU’s routine monitoring of advertising directed to children.
CARU, an investigative unit of the advertising industry’s system of self-regulation, monitors advertising directed to children in all media and across all platforms. CARU is administered by the Council of Better Business Bureaus.
Qixels pieces are made from a specialty plastic that allows pieces to bond when they are brushed with water and left to dry for 60 minutes. Successful completion of layered, three-dimensional Qixel designs requires multiple drying periods.
CARU noted in its decision that the commercial at issue featured fast-motion instructional footage and each step – building individual layers of Qixel pieces, fusing each layer with water, and allowing each layer to dry for 60 minutes – was dramatically faster than it would be in real life.
Further, the commercial featured children removing their Qixel designs directly from the Qixel Maker without waiting for them to dry at all. “These creations were shown as fully formed and sturdy when in reality it would take up to 60 minutes of waiting to duplicate this,” CARU noted in its decision.
Following its review of the advertising at issue, CARU determined that one reasonable take-away message was that the Qixel creations dried immediately when that is not the case.
CARU recommended the advertiser add an audio disclosure that the Qixel 3D creations require up to 60 minutes dry time before they are handled. The company agreed to do so.
Moose, in its advertiser’s statement, said the company “appreciates the opportunity to participate in the CARU’s regulatory process. We are pleased that CARU recognized our efforts and accept CARU’s recommendations.”