A modern lifestyle brand redefining motherhood

It’s science: Why your kids are obsessed with those unboxing videos on Youtube

Print Friendly and PDF

It’s a parenting conundrum for a digital age: Your child has real, physical toys they could play with, but they would rather watch a YouTuber, like super famous 6-year-old Ryan, or the disembodied hands of the adult known as “Disney Collector” (who has made millions doing it) unpack new toys. The kids don’t necessarily even want the products featured in the video, they just want to watch the video.


So what is it about these clips that make them so mesmerizing for kids? Because technology is moving faster than research does, we don’t know exactly what goes on in a child’s brain when they watch these videos, but we do know they’re kind of addictive.

FEATURED VIDEO

They activate motivation and desire

According to experts, the videos are relatable and tap into the excitement a child would feel if they really were unwrapping a present themselves, but watching someone else unwrap a present also activates areas of the brain involved with motivation and mirroring, through something psychologists call “mimetic desire.”

"It's the idea that desires don't just depend on the properties of the object, but also on whether the object is seen as attractive to others," child psychologist and neuroscientist Charlotte Keating told Australia's ABC News.

That, combined with a very young child’s natural tendency to get intensely obsessed about one thing (in this case, so-called “surprise egg” videos), and an algorithm designed to serve up more and more of the same has created a phenomenon that isn’t great for parents who are struggling to set limits on screen time.

They give kids control and trigger reward responses

Part of what makes online video (and handheld screen media in general) so appealing to kids is how easy it is for them to control it. Even a very young child can select an appealing unboxing video from a YouTube menu. Plus, they like the interactivity.

In an interview with Scientific American, pediatrician Dimitri Christakis of the Seattle Children’s Research Institute explained how clicking on a smartphone or tablet triggers reward pathways in the brain. “The delight a child gets from touching a screen and making something happen is both edifying and potentially addictive,” he explains.

When the manicured hands of Disney Collector unwrap the next toy, a kid’s brain thinks, “Yay! I made her do that.

Little kids crave them but can’t understand them

“Some people call it 'toddler crack',” says Professor Stuart Cunningham, co-author of the recently published research paper Toy unboxing: Living in an unregulated) material world.

Cunningham cautions against “moral panic” over unboxing videos, noting that making such videos can be empowering for child YouTubers and their families, but critics argue the videos are hardly empowering for the kids (some just toddlers) on the receiving end.

"Children [are] deceived into thinking this is content, a kid playing with a toy, when it's a kid selling them a toy,” Aaron Mackey, a Georgetown Law professor told AdWeek.

The Campaign for a Commercial-Free Childhood and the Center for Digital Democracy are among those who worry unboxing videos are basically long-form commercials with lower production values, and not at all the kind of “high quality programming” (think Sesame Street) the American Academy of Pediatrics recommends.

They raised the issue to the FTC, along with complaints about other weird YouTube content aimed at kids.

Unboxing videos can be an opportunity to teach media literacy skills to older kids (“Why do you think this YouTuber is making this video? Do you think the toy company maybe paid them to?”) but many of the videos are being consumed by toddlers who can barely grasp the tablet they’re looking at, let alone the concepts of sponsored content.

Kids may bond with unboxers

A playlist of surprise egg videos may be an effective way to keep a toddler quiet during a wait or car ride, but the AAP recommends no screen time beyond Facetime or Skype calls for kids under 18 months, and very limited screen media after that.

As some parents on social media have noted, an early obsession with unboxing videos might change the way kids interact with real people in video chats.

“My two year old was Skyping with my mom and she kept saying ‘egg’ over and over. It took me a minute to realize she thought my mom was going to open surprise eggs like on YouTube,” wrote one Reddit user. “It’s sad that she thinks ‘Disney Collector’ is a family member,” says another.

According to Pamela Rutledge, director of the Media Psychology Research Center, a nonprofit based in Newport Beach, California, kids may start to feel like they know their favorite YouTube unboxer.

In an interview with Nova Next Rutledge explained why a child might feel like they have a relationship with an unboxing personality. “We see the action. So it isn’t as separate from face-to-face communication as our brains process it, as we might rationally or consciously think,” says Rutledge, who notes that it’s similar to how adults may feel about a celebrity like Oprah. “You start to develop a one-sided relationship with that person where you feel like you really know that person.”

Alternatives to encourage real play

A lot of kids get unhealthily obsessed with unboxing and unboxing stars, but some parents do report positive associations with the videos and credit the genre with the speech and language gains their children have experienced.

Experts caution time with a screen can take away from important developmental activities, though. Research has shown that preschool-aged children need to interact with actual physical objects in order to develop their parietal cortex, so real play is a better brain builder than unwrapping videos.

For older kids, making or pretending to make their own unwrapping videos is a creative alternative to passively consuming them (even if the performance is not actually posted to YouTube).

The very best of Motherly — delivered when you need it most.

Subscribe for inspiration, empowering articles and expert tips to rock your best #momlife.

Already a subscriber? Log in here.

Pop quiz, mama! How many different types of car seats are there? If you guessed three, you're partially correct. The three main types are rear-facing car seats, forward-facing car seats, and booster seats. But then there are a variety of styles as well: infant car seats, convertible seats, all-in-one seats, high-back booster seats, and backless boosters. If you're not totally overwhelmed yet, keep reading, we promise there's good stuff ahead.

There's no arguing that, in the scheme of your baby and child gear buying lifetime, purchasing a car seat is a big deal! Luckily, Walmart.com has everything you need to travel safely with your most precious cargo in the backseat. And right now, you can save big on top-rated car seats and boosters during Best of Baby Month, happening now through September 30 at Walmart.com.

As if that wasn't enough, Walmart will even take the carseat your kiddos have outgrown off your hands for you (and hook you up with a sweet perk, too). Between September 16 and 21, Walmart is partnering with TerraCycle to recycle used car seats. When you bring in an expired car seat or one your child no longer fits into to a participating Walmart store during the trade-in event, you'll receive a $30 gift card to spend on your little one in person or online. Put the money towards a brand new car seat or booster or other baby essentials on your list. To find a participating store check here: www.walmart.com/aboutbestofbabymonth

Ready to shop, mama? Here are the 9 best car seat deals happening this month.


Safety 1st Grow and Go Spring 3-in-1 Convertible Car Seat

walmart-best-baby-carseat

From rear-facing car seat to belt-positioning booster, Grow and Go Sprint's got you covered through childhood. Whether you choose the grey Silver Lake, Seafarer or pink Camelia color palette, you'll love how this model grows with your little one — not to mention how easy it is to clean. The machine-washable seat pad can be removed without fussing with the harness, and the dual cup holders for snacks and drinks can go straight into the dishwasher.

Price: $134 (regularly $149)

SHOP

Baby Trend Hybrid Plus 3-in-1 Booster Car Seat in Bermuda

walmart-best-baby-carseat

When your toddler is ready to face forward, this versatile car seat can be used as a five-point harness booster, a high-back booster, and a backless booster. Padded armrests, harness straps, and seat cushions provide a comfy ride, and the neutral gray seat pads reverse to turquoise for a stylish new look.

Price: $72.00 (regularly $81)

SHOP

Baby Trend Hybrid Plus 3-in-1 Booster Car Seat in Olivia

walmart-best-baby-carseat

Looking for something snazzy, mama? This black and hot pink car seat features a playful heart print on its reversible seat pad and soft harness straps. Best of all, with its 100-pound weight limit and three booster configurations, your big kid will get years of use out of this fashionable design.

Price: $72.00 (regularly $81)

SHOP

Evenflo Triumph LX Convertible Car Seat

walmart-best-baby-carseat

This rear- and forward-facing car seat keeps kids safer, longer with an adjustable five-point harness that can accommodate children up to 65 lbs. To tighten the harness, simply twist the conveniently placed side knobs; the Infinite Slide Harness ensures an accurate fit every time. As for style, we're big fans of the cozy quilted design, which comes in two colorways: grey and magenta or grey and turquoise.

Price: $116 (regularly $149.99)

SHOP

Disney Baby Light 'n Comfy 22 Luxe Infant Car Seat

walmart-best-baby-carseat

Outfitted with an adorable pink-and-white polka dot Minnie Mouse infant insert, even the tiniest of travelers — as small as four pounds! — can journey comfortably and safely. This rear-facing design is lightweight, too; weighing less than 15 lbs, you can easily carry it in the crook of your arm when your hands are full (because chances are they will be).

Price: $67.49 (regularly $89.99)

SHOP

Graco 4Ever 4-in-1 Convertible Car Seat

walmart-best-baby-carseat

We know it's hard to imagine your tiny newborn will ever hit 100 lbs, but one day it'll happen. And when it does, you'll appreciate not having to buy a new car seat if you start with this 4-in-1 design! Designed to fit kids up to 120 lbs, it transforms four ways, from a rear-facing car seat to a backless belt-positioning booster. With a 6-position recline and a one-hand adjust system for the harness and headrest, you can easily find the perfect fit for your growing child.

Price: $199.99 (regularly $269.99)

SHOP

Graco SlimFit All-in-One Convertible Car Seat

walmart-best-baby-carseat

With its unique space-saving design, this 3-in-1 car seat provides 10% more back seat space simply by rotating the dual cup holders. The InRight LATCH system makes installation quick and easy, and whether you're using it as a rear-facing car seat, a forward-facing car seat, or a belt-positioning booster, you can feel confident that your child's safe and comfortable thanks to Graco's Simply Safe Adjust Harness System.

Price: $149.99 (regularly $229.99)

SHOP

Graco Snugride Snuglock 35 Platinum XT Infant Car Seat

walmart-best-baby-carseat

Making sure your infant car seat is secure can be tricky, but Graco makes it easy with its one-second LATCH attachment and hassle-free three-step installation using SnugLock technology. In addition to its safety features, what we really love about this rear-facing seat are all of the conveniences, including the ability to create a complete travel system with Click Connect Strollers and a Silent Shade Canopy that expands without waking up your sleeping passenger.

Price: $169.99 (regularly $249.99)

SHOP

Graco Snugride Snuglock 35 Elite Infant Car Seat

walmart-best-baby-carseat

With just one click, you can know whether this rear-facing car seat has been installed properly. Then adjust the base four different ways and use the bubble level indicator to find the proper position. When you're out and about, the rotating canopy with window panel will keep baby protected from the sun while allowing you to keep your eye on him.

Price: $129.99 (regularly $219.99)

SHOP

This article was sponsored by Walmart. Thank you for supporting the brands that support Motherly and mamas.

Our Partners

Having children isn't always as easy as it looks on Instagram. There's so much more to motherhood than serene baby snuggles and matching outfits. But there's a reason we've fallen so deeply in love with motherhood: It's the most beautiful, chaotic ride.

Every single day, we sit back and wonder how something so hard can feel so rewarding. And Eva Mendes just managed to nail the reality of that with one quote.

Eva, who is a mama to daughters Esmerelda and Amada with Ryan Gosling, got real about the messy magic of motherhood in a recent interview.

"It's so fun and beautiful and maddening," the actress tells Access Daily. "It's so hard, of course. But it's like that feeling of…you end your day, you put them to bed and Ryan and I kind of look at each other like, 'We did it, we did it. We came out relatively unscathed.'"

FEATURED VIDEO

Eva Mendes Admits Parenting Two Girls With Ryan Gosling Is 'Fun, Beautiful And Maddening' www.youtube.com


And just like that, moms all over the world feel seen. We've all been there: Struggling to get through the day (which, for the record is often every bit as fun as it is challenging), only to put those babies to sleep and collapse on the couch in sheer exhaustion. But, after you've caught your breath, you realize just how strong and capable you really are.

One thing Eva learned the hard way? That sleep regressions are very, very real...and they don't just come to an end after your baby's first few months. "I guess they go through a sleep regression, which nobody told me about until I looked it up," she says "I was like, 'Why isn't my 3-year-old sleeping?'"

But, at the end of the day, Eva loves her life as a mom—and the fact that she took a break from her Hollywood career to devote her days to raising her girls. "I'm so thankful I have the opportunity to be home with them," she says.

Thank you for keeping it real, Eva! Momming isn't easy, but it sure is worth it.

You might also like:

News

Nannies and early childhood educators do incredibly important work. Parents and children need these workers, they are vital to families and our economy. And they are woefully underpaid.

On average, nannies in the United States make less than Amazon delivery drivers, and day care workers earn less than either.

According to Sittercity's most recent data, the typical hourly rate of nannies in 2019 is $17.50 per hour. According to Amazon, most delivery drivers earn $18 - $25 per hour. And day care workers make only a couple dollars more than they would working in fast food, earning $11.17 per hour on average, according to the U.S. Bureau of Labor Statistics.

FEATURED VIDEO

What does it say about our society that we value the delivery of consumer goods more than we value care work?

Yes, parents are struggling to pay for childcare, but those caring for our children are struggling to pay their bills, too, and it is hard to retain talented professionals when there is more money to be made in other fields. "It is stressful. Everybody loves these children, and that's why they're there, but the love can't pay their bills," day care operator Danielle Frank told KSNB News this week.

Frank owns Smiling Faces Academy in Kearney, Nebraska, but the problem of high turnover and low wages in the childcare industry is an issue all over the United States. This isn't a uniquely American issue, either. In Japan, day care workers are desperately needed, the New York Times reports, but childcare workers there earn about a third less than workers in other industries and report struggling to cover the basic necessities.

Back in North America, this week day care workers in Nova Scotia, Canada who are frustrated with low wages have threatened to walk off the job, a move similar to one made by YMCA childcare workers in Chicago last year. "I make $15.50 an hour, and I have a BA in early childhood education with a certification in infants and toddlers," childcare worker Tahiti Hamer told WGN last year.

From Nebraska to Nova Scotia to the story is the same: Parents pay a lot for childcare while workers make very little, even though some licensed day cares require employees to have training in early childhood education, or even a bachelor's degree. And when you've got student loans, maybe carrying Amazon packages starts to look better than caring for children.

According to a recent study by the Indeed Hiring Lab, the childcare industry has two big problems right now.

"As the labor market has strengthened in recent years, more workers need child care. At the same time, growth in interest in child care jobs has slowed," Indeed Hiring Lab economist Nick Bunker notes. He suggests low-wage earners who work in childcare have more options these days, and employers should consider raising workers' pay.

It's easy to see why the industry has a hard time keeping workers, especially as other lower-wage job sectors (like Amazon delivery) expand. Unfortunately, for many childcare centers, paying workers more is just not doable without some help from levels of government.

And help is needed, not just to ensure that parents have access to quality, affordable childcare, but also to ensure that those providing it aren't living in poverty.

A study out of the Center for the Study of Child Care Employment at the University of California, Berkeley, found childcare workers' earnings are not keeping pace with increases in similar professions or with the costs of childcare and living. "Childcare workers have also experienced no increase in real earnings since 1997, and, as was true in 1989, still earn less than adults who take care of animals, and barely more than fast food cooks. Those who work as preschool teachers have fared somewhat better; their wages have increased by 15 percent in constant dollars since 1997, although their wages remain low. In contrast, parent fees have effectively doubled," the researchers note, highlighting that many childcare workers earn so little they actually qualify for public assistance.

The researchers continue: "While there are no available data to explain this glaring gap between trends in parent fees and teacher wages, it is abundantly clear that families cannot bear the burden of addressing the imperative to provide more equitable compensation for their children's early childhood teachers."

Speaking to the Education Writers Association last year one of the reports' writers, Marcy Whitebook, the founding director of the Center for the Study of Child Care Employment at the University of California at Berkeley, said the problem is that our society devalues the work of looking after and educating children under 5, even though it is as demanding and important as teaching those ages 5 and up.

"Americans aren't used to funding early childhood care and instruction like they do K-12 education," Whitebook said. "We don't look at it as education. And we don't look at it as education everyone should have access to."

That may change in the future, as presidential candidates float plans for universal pre-K and childcare, but right now, having access to childcare is a privilege. And those who are privileged enough to employ a nanny should pay them fairly if they want to keep them, says Elizabeth Harz, CEO of Sittercity. "It's also worth noting that when parents are proactive and offer systems and official paperwork that give nannies protection in the relationship, it goes a long way," says Harz.

You might also like:

News

It may seem like there are a lot of recalls for kids' products these days, but it's actually a good thing. In some cases, the recalls indicate that companies are being proactive. They're often taking action before the Consumer Products Safety Commission has to get involved, and that's the case for the latest car seat recall.

This week WAYB voluntarily recalled thousands of PICO Travel Car Seats. The lightweight, foldable car seats are a favorite with parents who fly frequently as they're designed for use in cars and planes.

"A small number of customers have experienced a break in the headrest support tubes (the part that connects the headrest to the back of the seat) on their Picos. Each of these customers informed us of the issue directly, and we provided them with a replacement Pico under our warranty policy," the company states.

FEATURED VIDEO

There have been no injuries, but "even one warranty replacement of this sort is too many" according to WAYB.

The company says it has reported the issue to the National Highway Traffic Safety Administration (NHTSA) and is working on a recall plan to replace the headrests on affected Picos, free of charge.

If you have questions about your PICO, contact Customer Experience team at 1-888-924-9292 with any questions (phone or text, Monday through Friday, 7am to 4pm Pacific Time), or email us at help@wayb.com.

You might also like:

News

There have been a lot of iconic entertainment magazine covers featuring pregnant women over the years. Who can forget Demi Moore's bare baby bump on Vanity Fair or Britney Spears' similar nude pose on Harper's Bazaar?

Pregnant women on a magazine covers is nothing new, but a visibly pregnant CEO on the cover of a business magazine, that's a first and it happened this week.

Inc. just put The Wing's CEO Audrey Gelman on the cover and this is a historic moment in publishing and business.

As Gelman told Today this week, "You can't be what you can't see, so I think it's so important for women to see that it's possible to run a fast-growing business and also to start a family."

FEATURED VIDEO

👏👏👏

She continued: "It's so important to sort of burst that bubble and to have new images of women who are thriving and working professionally while balancing motherhood … My hope is that women see this and again feel the confidence to take greater professional risks while also not shelving their dreams of becoming a mother and starting a family."

The Wing started in 2016 as a co-working space for women and has grown rapidly. As Inc. reports, The Wing has eight locations in the U.S. with plans for more American and international locations by 2020.

Putting Gelman on the cover was an important move by Inc. and Gelman's honesty about her early pregnancy panic ("I can't be pregnant. I have so much to do." she recalls thinking after her pregnancy test) should be applauded.

Gelman says pregnancy made her slow down physically, and that it was actually good for her company: "I had this realization: The way to make my team and my employees feel proud to work for me and for the company was actually not to pretend to be superhuman or totally unaffected by pregnancy."

We need this. We need CEOs to admit that they are human so that corporate leadership can see employees as humans, too. Humans need things like family leave and flexibility, especially when they start raising little humans.

There are a lot of iconic covers featuring pregnant women, but this one is different. She's wearing clothes and she's changing work culture.

You might also like:

News
Motherly provides information of a general nature and is designed for educational purposes only. This site does not provide medical advice, diagnosis or treatment.Your use of the site indicates your agreement to be bound by our  Terms of Use and Privacy Policy. Information on our advertising guidelines can be found here.