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Blogging Baby v. Cookie magazine on Salon.com

Filed under: Media, That's Entertainment

Last year, our own Melissa Summers covered the launch of Cookie Magazine, a luxury children's magazine. When she felt panicked looking at all the ads for Bugaboos and $200 toddler boots, her husband reassured her by saying, "We're middle class. We're just middle class, it's okay. This isn't targeted to you."

Salon.com recently covered this baby luxury backlash quoting The New York Observer which called Cookie "horrifying," and Fortune "which implicated it in what's being called the prince and princess syndrome. Melissa Summers' Blogging Baby article was quoted in the Salon article as saying,"Cookie had me gagging on my tongue and shrieking..." In response to Melissa's post, a commenter agreed: "[The magazine] seems to reflect a one-upmanship that's been going on in the parenting world." Salon also includes the only pro-comment in response to Melissa's piece: "Do you know how nice it feels to dress your child in $200 boots, a $300 outfit, and a $400 coat? You feel honestly proud." (Eye-roll) But a commenter responded by saying, "You should feel honestly ashamed."

Uh oh. I feel a rant coming on...

I found Cookie magazine obnoxious. It is targeted at moms who prioritize conspicuous consumption above all other parenting concerns. ("Whywhywhy can't baby sleep through the night ? She has Dwell sheets!") It's for the parents that hang-out at members-only "lifestyle clubs" like Citibabes in New York City.  Where the city's elite don't have to worry about their children playing with anyone that isn't exactly as rich as they are.

I recently heard this referred to on a radio program as the "Yoga Mom Syndrome." And, yes, there certainly are Dads that feed into this as well. These parents want the best for their children and will stop at nothing until their kids are outfitted in cashmere sweaters, Prada first-walkers, and, of course, Bugaboos. Their toys don't look like toys, but like little works of art. Their cribs and high chairs reflect their parents' taste in spare, Scandinavian, post-modern furniture. These parents feel that everything their baby wears or plays with or rides is a reflection of them. If mom would never consider wearing pink or a cutesy, flower-print, then neither will her baby daughter. If dad wears Nike athletic shoes, then so will his son. These bourgeois babies are viewed by their parents as extensions of themselves—one more thing to accessorize correctly.

How do you feel about Cookie magazine and the "Yoga Mom Syndrome"? Do you feed into the frenzy that your children need to have the best of the best? (Don't forget to activate your comments via email.)

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Start by teaching him that it is safe to do so.