Microsoft marketing Xbox 360 to preschoolers through 'Pinata' cartoons

At some point early in my life as a parent, I decided my children would never own a video game system! Well, now I know it's bad to say "I will never let my child..." do just about anything. It'll come back to haunt you. Before long my three-year-old was eager to visit his Auntie Erin, because her boyfriend lets him play the Xbox 360. Great. Soon I was answering the question, "Mama, can we get a video game player?" with the vague, "well, maybe when you're eight..."

Eight years old seems like a long time off. But it might be hard to hold out another four years with Microsoft's latest marketing campaign. In a move that's unusual, Microsoft Corporation (NASDAQ:MSFT) is using TV to market one of its new Xbox 360 games to very young children. As with so many campaigns of its kind, the target market is expressly ages six to 11. But neither Microsoft, nor Fox Television, where the new Viva Pinata cartoon is being shown, can possibly believe that their target entry level consumer is six years old. No, he's three, the age at which Everett fell in love with "bideo game players," like he calls them.

It's really such a brilliant strategy. Children are ever so perceptible to brands at the ages of three and four, and ever so much cuter when they beg for things. You can just feel my "I nevers" melting away like so many pieces of caramel inside one of the pinata characters in the new Xbox 360 game, now can't you? I can't say I'm pleased. But secretly, quietly, I'm a lot impressed. Microsoft, you know Everett (and his ilk) so, so well.