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About a year ago, I was desperate to review Dial L For Loser from the New York Times best-selling tween book series The Clique. I thought the title was hilarious and I wanted to see what sort of written culture the kiddies are consuming these days. Within the first ten pages, there were mentions of Ella Moss, Neiman Marcus, Prada, Range Rovers, and Chantico drinking chocolate (even hot beverages must be branded!). In fact, it broke down to 1.8 brand mentions per page, which is staggering when you consider that each page had about 160 words. The characters consuming these lux brands were supposed to be seventh graders. Well listen up kiddies, the brand-infiltration of books aimed at ten-to-twelve year olds is only going to get exponentially worse. A new series of books by HarperCollins and named for a heroine called Mackenzie Blue is offering brand sponsorship for each new novel before the books are even written. More »
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