Alcohol Justice issued an urgent call to action Tuesday about the banning of MGA Entertainment’s Make It Mini Happy Hour toy alcoholic drinks. The toys are meant to mimic cocktails and are being sold in toy aisles at major retailers in the U.S.
“By selling miniature alcoholic drink replicas as toys, MGA is sending a dangerous message to children,” Alcohol Justice Executive Director Cruz Avila said in a statement. “This is not only an irresponsible marketing move but also a cynical attempt to normalize alcohol use among young people, which can have lifelong consequences. Alcohol is a major risk factor for preventable youth mortality, and introducing these products into children’s play spaces is deeply troubling.”
The California nonprofit joined forces with Boston’s Fairplay and D.C.’s Consumer Federation of America. The organizations are urging retailers like Target, Amazon and Walmart to remove these toys.
These toy alcoholic drinks from MGA Miniverse are under intense scrutiny from public health and safety organizations. (Photo: Alcohol Justice)[/caption] The concern of timing is particularly an issue as the holiday gifting season grows near. The MGA’s “Happy Hour” collection consists of “miniature resin cocktails” meant to closely mimic the real thing. The toys are marked with a 21+ age disclaimer, and Alcohol Justice claims this tactic mimics those that have been previously implemented by the tobacco industry, like candy cigarettes.
“Parents already must contend with a media environment saturated with glamorous, unrealistic portrayals of drinking pumped out by the alcohol industry’s multibillion-dollar marketing campaign,” Consumer Federation of America Director of Food Policy Thomas Gremillion said. “Now they have to police the toy aisle at Target for gimmicky plastic trinkets that would have their kids play bartender. These products are a disgrace.”
Concerns about alcohol and young people are nothing new, and certain countries have stepped up legal restrictions to curb underage drinking. Ireland intends to implement a ban on liquor ads until after 9 p.m. starting January 2025. Companies in violation of the law will be subject to “potential court proceedings.” The legislation will affect the airwaves as well, and radio stations will only be allowed to play alcohol commercials from midnight to 10 a.m. and 3 p.m. to midnight.