Lost & Found

Whatever happened to: Garanimals

March 5, 2008 0 Comments

I’m all about the music, but sometimes I’m all about the music. So in the interest of keeping things interesting and different here, this week’s “Whatever happened to” isn’t about music at all. I’m talking Garanimals, kids.

Readers of a certain age will remember Garanimals well. The unique line of children’s separates, introduced in 1972, was designed to give youngsters control over their clothing choices, fostering their self-confidence. There was no guesswork as to what shirt paired with what pants, you simply matched the animal on one tag to another: Monkeys with monkeys. Lions with lions. Pandas with pandas. Two by two for little Noah (or Nora). Perfect matches without fear of clashes.

While I thought Garanimals had been in hibernation all this time, the line has been available exclusively at Wal-Mart for years (admittedly, I have no kids, and pledge my allegiance to Target). Garan International, part of William Buffett’s Berkshire Hathaway behemoth, has kept Garanimals in production for three decades and counting.

Now the company hopes a new generation will discover the joys of Garanimals, thanks to a brand relaunch that includes the first TV spots since the mid-’80s. But the “Lets Kids Be Kids” campaign isn’t trading on nostalgia, as one might expect. It’s more like a call-to-arms against the rise of “hipster parents,” who prefer their progeny dress like Mini-Me versions of themselves. (“Is this CBGB’s tee available in pink, size 3T?”)

If the relaunch of Garanimals is successful, maybe an adult line isn’t far behind. One potential presidential candidate seems all be certain to endorse it. She’s mastered the match game, though perhaps too well.