Pottery Barn and L.L. Bean Put Kids at Risk

…and so do the innocent parents who buy some of what they are selling.

I’m calling out Pottery Barn (and L.L. Bean and Lands End too) for putting kids at risk. They’re putting profit to the tune of an additional $6 per order (and incremental sales) ahead of corporate responsibility. Why am I all over PB and these others? Because backpacks and duffel bags monogrammed with children’s names are dangerous and a foolish risk to take with a child’s life and yet, monogramming is not only offered but products with it are the central focus of their back-to-school marketing.

Monogramming on bags kids carry to school, sports or other activities (anywhere where mom and dad aren’t right by their side the whole time) is a bad idea – most modern parents know this, child safety advocates speak-out about it and many communities and police departments have gone so far to issue warnings against it. Yet on the cover of the Pottery Barn Kids catalog that just landed in our mailbox, there’s a cute little girl – apparently named Anna – with her name emblazoned in 70 point type across the top of her backpack. Anna is all of 6 years old and she’s at soccer practice…and she’s the perfect target for some demented perv.

Ironically, the headline on this PB catalog reads “Get Ready.” My mind can’t help but complete that sentence by adding “to have your kid abducted.” It’s sad commentary that this is the conclusion my thought process naturally arrives at but it does so because I’m aware of modern dangers. Regardless of what you want to believe about how safe your kid is at school, practice or ballet or how Mayburyesque you think the community you live in is, child abductions are just as likely where you live as they are anywhere else.

If you’re not already aware of the risk represented by having your kid’s name prominently displayed on their bag, let me bring you up to speed. The notion is that if someone knows your kid’s name, it’s that much easier to lure them away or pose as a rightful guardian thereby greatly enabling an abduction.

Kids are easily influenced – no matter the age. And even if you’ve drilled with your kids about who’s allowed to pick them up or identified a “codeword,” under the right circumstances, little Anna is going to really believe that mommy and daddy asked Mr. Wright to pick her up from soccer. Maybe mommy’s car broke down. Or maybe daddy got hurt and is at the hospital. Regardless, sucks for Anna because Mr. Wright is gonna turn out to be Mr. Wrong. And because he knew her name, she went with him quietly.

Am I being reactionary? Overly protective? Paranoid? Think about it – it makes sense and is it even for one second worth the risk? If you drive down a well lit city street at night, you still turn on your headlights – don’t you?

So I say to Pottery Barn, L.L. Bean, Lands End and any other company misguided enough to push monogrammed kids bags to parents – watch the news, realize your mistake and become an advocate for smart parenting and child safety. Have the balls NOT to offer monogramming on kids backpacks and duffel bags and do your customers a service by explaining why you’re not offering it in your glossy, twice a quarter catalogs. What better way to get a safety message out?! The paper’s already bought and the postage is already paid for!

And to parents – don’t overlook this one little child safety measure. Your kid gets no additional value from having his or her name on her backpack. There’s no status in it for you and they’ll get over it soon enough if they’re asking for it. And if you’re really concerned about your little one being able to pick out their book bag from a pile at school, put a cute key chain through one of the zippers or some other visual identifier. Bottom line – don’t be a foolish sucker. This is your kid’s life we’re talking about here.