Mattel has announced that come fall Dora The Explorer will now be Dora the Tween. When will this madness stop? Why does a character that young children have grown to love have to suddenly become a “tween”. Children are forced to grow up way to quickly these days to begin with – and now  one of their childhood icons is being forced to grow up too fast as well?  A press release from Mattel states “As Tweenage Dora, our heroine has moved to the big city, attends middle school and has a whole new fashionable look.”  Why is my question? I understand that it is marketing tool, a way to gain more revenue, but have they considered the number of parents that they are going to alienate by doing this?  In addition, I doubt that the “tween” market is going to go for a Dora doll even if she is “spiced up”. Dora has traditionally been a younger child’s  icon, and I am guessing that middle schoolers are not going to want to play with a “baby” toy. What do you think? Is this just another way to make our children grow up too fast? Or do you think the right decision is being made? What are your thoughts?