I read today that in an effort to promote its new fall lines — Dorm Life and Fabulosity — J.C. Penney launched an online game called “DorkDodge,” in which a girl has to get through a throng of not boyfriend material boys to get to her dream date.  Wasn’t this a board game when I was maybe nine?  And the boys weren’t real, as I recall.  I’m a little frightened and very glad I don’t have daughters. 

I have no doubt that some girls will play this game (But high school girls? What about their Dorm Life target? Is that younger than high school? Because, really, I think it’s a middle school and younger group that will actually play) …and it will give the retailer the opportunity to showcase their line to some young group of girls but will it sell clothes?   And if it does sell clothes, what message is it sending?

Here I go getting all Girl Power-ish over what is likely harmless marketing fun but the whole Dream Date as marketing vehicle is uncomfortable to me.  I’d like to think about girls looking for Dream Careers or Dream Causes or …well Dreams.  And, what message are we sending when the oppsite of Dream Date is Dork.  It will be interesting to see what the retailer defines as Dork.

There are so many uplifting and empowering “games” that could have been offered.  Some of them could actually be fun – and put girls on the right path– a path not solely defined by buying clothes that some boy might like.  Imagine an online game themed “World Peace for a Day” that let her try on different political perspectives to see their impact on current world issues…

Or “The Online Game of Life,” a game that let her choose two paths so she could see potential outcomes of her life decisions.  I wish the retailer had thought of games that would teach girls about their power beyond their sexuality and about buying clothes that make them feel like their very best selves…which hopefully they can discover when not dodging Dorks.