Hannah Montana, the extremely popular Disney TV character, has been the concern of environmental and health officials this week. A Center for Environmental Health study shows that vinyl backpacks, a vinyl purse, a vinyl wallet and other products for children marketed with Disney’s “Hannah Montana” character contain high levels of lead. Researchers analyzed 28 Hannah Montana products and verified the results in a commercial lab. According to the study, the paint on five products, including a Girls Rock backpack from Walmart.com and a Secret Star wallet from Toys R Us, had lead content of 1,800 parts per million to 8,300 parts per million. The federal standard for lead in paint is 600 ppm. No product recalls have been placed at this time.
The coverage by the mainstream media has mainly focused on the recurring issue of lead in children’s products rather than Hannah Montana’s particular role in the trend. Most address the star in a positive light and include standard Hannah Montana brand pictures. However, some do comment on the contrast of Montana’s image to the study’s findings. For example, TMZ wrote, “Miley Cyrus is known for her squeaky-clean Disney alter ego, Hannah Montana. But are the toys bearing her likeness just as clean? Maybe not, according to The Center for Environmental Health.” Mainstream media also warns parents of the products but are not so strong to say, “Do not buy.” Hannah Montana/Miley Cyrus is never addressed as being responsible for this. The cause of the problem has been put on importing vinyl products from China and sold in the USA and questionable product testing on the part of Disney. Disney has responded to the Center for Environmental Health’s claims by saying, “Product safety is of primary importance to Disney Consumer Products. We require all licensed producers of products using Disney characters to test their products and to comply with all applicable product safety laws and standards.” This statement moves the blame from Disney to their manufacturers. The Hannah Montana brand specifically is never mentioned. Hannah Montana’s most important audience, her young fans, will probably never hear about this crisis except possibly by concerned parents.
Bloggers mostly poke fun at this situation, but never blame Hannah Montana for the crisis. For example CelebrityNews24-7’s opening to this story read, “You may think that Miley Cyrus makes you ill for your own reasons, but one environmental-health watchdog says that some gear… might pose a real health risk to kids,” while the Popcrunch Show teased with “Hannah Montana is trying to kill us!”Meevee’s blog gave a response that seemed to represent the typical attitude of bloggers across the board: “Miley Cyrus may be a good influence on her young fans, but Miley-branded products manufactured in China for Disney and sold at Wal*Mart – are loaded with lead.” The framing of this again pulls attention away from Hannah Montana and puts it on the Chinese manufacturer. Bloggers at times include their own opinion of Hannah Montana, but seem to suggest that this particular situation has hardly affected her brand.
The mainstream media and bloggers’ approach to covering this story is similar in that both parties seemed to agree that Hannah Montana’s popularity with young girls and squeaky clean image is a sharp contrast to the Center for Environmental Health’s findings, but the blame of this situation is put on the Chinese manufacturing, Disney, or the toy industry in general.
I believe Disney’s publicists made a good decision releasing a statement that assures parents that Disney is committed to releasing safe products. Parents do not want to have to fight their kids at the toy store, and Disney directly assures they won’t have to. Disney also does a good job of not associating the star with the crisis. Because of this, mainstream news hardly mentions her in their stories and bloggers simply poke fun at her squeaky-clean reputation. If Disney wanted to take this one step further, they could release a guide for parents on protecting their kids from dangerous toys. Disney should continue to keep Hannah Montana out of the direct public relations on this issue.
For this post I looked at stories from Fox News, USA Today, CBS News, LA Times, the Daily Green, CEHCA, Popcrunch, TMX, BloggingStocks, Team Sugar, retail.freedomblogging.com, Meevee, and CelebrityNews24-7.