FEATURE STORY

The Skateboarding Moms
All pictures © Frederic Neema
By Frederic Neema/ Octamedia
Laguna Beach, CA

When people think of skateboarding, they envision adolescents doing tricks on brightly painted boards but a few are aware of a new trend on the rise: The Skateboarding Moms.

Barbara Odanaka, a passionate of skateboarding since the age of 10, is leading a revolution since she founded the International Society of Skateboarding Moms. Through her website, www.skateboardmom.com, and media coverage, the society’s membership has grown to over 100 women coming from across the United States as well as Britain, Canada, Argentina, Australia, France and Denmark.

Odanaka, 41, is the mother of 7-year-old Jack who, ironically, has little interest in skateboarding. An ex-reporter for the Los Angeles Times, Barbara now writes books for children and one of them is titled:” Skateboard Mom”.

Barbara started to skate at the age of 10 at a time when the sport was popular amongst girls. She became good enough to participate in competitions but stopped to focus on cross-country running. At 34, she became depressed after prematurely giving birth to her son, Jack. She was advised to find something she loved to do and do it 10 minutes a day. She immediately chose skateboarding.

She now owns more than 20 skateboards and tries to go to the local park on a regular basis to meet the other skateboarding moms who live in and around Laguna Beach.

Other moms, like 41-year-old Sherri Cruz, have decided to take up skateboarding for the first time, after hearing about Barbara’s story


Frederic Neema
© 2006 Frederic Neema

Van Nuys, CA

For decades, Barbie has been the reigning queen of fashion dolls, but all has changed when the Bratz dolls hit the market in 2001. Their edgy, stylish and “cool” look immediately seduced the pre-teen girls between 8 and 12 years old who saw in them what they want to become.

The Bratz doll has become one of the top selling dolls in the world and has won many toy industry awards. Over 100 million dolls have been sold to date. The dolls have over-sized heads with big eyes and plenty of accessories. The main model is 10 inches (25 cms) tall while Mattel’s Barbie is 11.5 inches (28.75cms) tall. They are other models like the Bratz Babyz and the Itsy Bitsy Babyz Bratz.

The Bratz dolls are the first opposition to Mattel’s Barbie since 1959. Bratz dolls have benefited from the same marketing model by companies like Nike. The products are designed according the next craze. Mattel tried to strike back with its My Scene line of dolls.

The Bratz dolls are made by MGA Entertainment, originally a consumer electronics business based in Van Nuys, a suburb of Los Angeles, California. Its founder and CEO is entrepreneur Isaac Larian. Because the company is privately owned, accounting data is not available to the public but sales are believed to reach 1 billion dollars. The company also makes large profits through various Bratz licensing programs worldwide.

MGA Entertainement and its team of designers produce an average of 12 Bratz lines a year. They give them catchy names such as Wild West Bratz and the Bratz Forever Diamondz. They also produce a large line of accessories and play sets. The production is sold in the United States and worldwide through major retail chains such as Wal-Mart, Target and Toy’s R Us.

Today, Bratz dolls continue to grow and grab market shares from Barbie despite its higher retail price. It is the number one doll in Australia and nothing seems to stop it.


Frederic Neema
The Bratz Doll
By Frederic Neema/ Octamedia
© 2006 Frederic Neema
Note: Bratz website is at http://www.bratz.com
MGA Entertainment’s website is at http://www.mgae.com
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All pictures © Frederic Neema