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Thursday, June 25, 2009

Warm Blanket Award #3: iStoryTime

So it's 5:37 p.m. and you're stuck in line at Safeway behind other folks with empty cupboards and stomachs. Your toddler is squirming in the cart, tired of fingering all the produce and begging for the popsicles that were positioned at eye level back in aisle seven.

Your window of opportunity for a swift escape is narrowing. It is now more aptly described as a porthole.

What's a mom to do?

Thanks to a couple of ingenious Dads in California, you simply hand your child your iPhone or iPod touch and let the storyhour begin.





iStoryTime offers original stories with full-color illustrations and narration options. Choose to hear the story read in a kid's voice, adult voice or silent for self-reading.


What price do you pay for this peace-of-mind in meltdown moments? Just $1.99 a title. Peanuts, I tell you. I remember learning my cross-country flight was four hours delayed when traveling alone with my two young sons. The InMotion Pictures kiosk was about to close when I descended upon the clerk like a madwoman. He told me "now, ma'am, it does cost $15 to rent" to which I replied "Sir, I would gladly pay you fifteen-hundred dollars for that player." This was years ago -- when iStoryTime -- and the iPhone for that matter -- was just a twinkle in someone's eye.

So for creating one story where everyone lives happily ever after, Maternal Instinct honors iStoryTime with a Warm Blanket award.

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Please leave your thoughts and opinions in the comments section below, even if -- no, especially if -- you don't agree with what I've written.
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4 Comments:

At July 6, 2009 7:38 PM , Blogger Allyson said...

Brilliant idea! Going to the store is a real challenge with my toddler, who does not like to ride in the cart and loves to touch everything. I can get a couple of stories, maybe play the iTunes, and there's always "Bubbles" to entertain her.

 
At July 6, 2009 8:29 PM , Blogger Jordan said...

As a new mom, I constantly find myself mentally drawing a line through items on my "I never..." list. You know, that lofty list of idealic parental behaviors you envision yourself abiding by? "I never" thought I'd use technology to keep my little one occupied and myself sane. But this ideal quickly changed when I started to see first-hand how technologically literate this new generation is. Tools like iStoryTime are not so much a distraction or a crutch as they are innovative and interactive toys for our kids ... My daughter is still too young for this type of entertainment, and who knows where the technology will take us by the time she's ready for this, but I can't wait to find out.

 
At July 6, 2009 8:29 PM , Blogger Jordan said...

This post has been removed by the author.

 
At July 6, 2009 10:37 PM , Blogger Alissa said...

We heard this over & over again at Hawaiian Airlines when we talked to parents about in-flight add-on possibilities...moms will shell out the very last dollar in their wallet to prevent their child from being that miserable, wailing kid on an airplane. Brilliant!

 

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Name: Kat Gordon
Location: Palo Alto, CA

I am the founder and creative director of Maternal Instinct, a Palo Alto agency of creative problem solvers for marketing to moms. I am lucky enough to get paid to spend my days helping big and small corporations figure out how to make moms want to do business with them. (I don’t get paid for my nights and weekends, caring for my two boys, which is far, far more tiring.) My 20-year advertising career spans both coasts: in New York (my hometown) and San Francisco, my home today with husband Gene and boys, Henry and Benjamin. I have peddled products for every industry -- credit cards, wine, cars, magazines, jewelry, hotels, software, phone service -- and even picked up a Clio and a few ADDYs along the way.

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