Product, Price, and Popularity

One of the most popular toys of the 90’s and 2000’s was the password journal, a diary that opened up with voice activation.  It was a plastic “container” that held a personal diary, and the case was able to be programmed so it would only open up with the correct password spoken by the journal owner, and runs from around $25-40.  Different brands had different features, especially with the new developments in technology seen in toys.  Now, many have invisible ink pens included and a black light flashlight was needed to read, allowing for extra security for users; others have small “secret” compartments behind the diary as a secret hiding place.  Newer models even come with alarms triggered by failed password attempts, something not seen in the earlier product design.  During its peak, it was extremely popular, and even today it is sold out on certain websites- the Mattel version sold at target is currently sold out, showing the long-term popularity of the product.

Pros and Cons

While it seems to be targeted towards younger girls, as the commercials are all featuring girls playing with the journal and the product is usually pink or purple with butterflies and flowers (not at all to say that these are only for girls, just that items typically with these decorations are targeted towards girls), boys can also use the product.  However, these features often discourage younger boys from purchasing the products, especially since society often implies that boys should not be playing with “girly” toys- so it would be a little better if the product was created for a broader audience.  On the other hand, there are various pros, such as the encouragement of writing and journaling, which is much more exciting for young kids with the element of secrecy.  It enables and motivates people to share their thoughts and be creative, and the password component also allows kids to express their own thoughts and feelings they may not feel comfortable sharing with others. 

Reviews

A quick search on amazon  yields amazing reviews, where the product has a majority of reviews being 5-star.  Parents explained how younger kids were annoyed with siblings getting into their “important and secretive stuff”, and the password journal allowed the child to write freely without someone constantly reading their diary.  Other parents explained how their kids loved the black light and invisible pen feature, which many of the journals now have.  Some, ushc as the Mattel version, even jvae a feature that alarms users if an “intruder” attempts to get in, telling them to leave the journal alone if the voice activation does not recognize who is speaking the password.  Overall, it is a fun toy for all younger children, and is helpful for writing development as well.