He emphasizes that whatever their opinions on the war and war toys, before talking to kids, parents must separate their own feelings from what's developmentally appropriate behavior. "And it is developmentally appropriate for a 6-year-old boy to run around as GI Joe." As long as kids aren't hurting themselves or others, there's no reason to worry, Fairbanks adds. Still, he acknowledges that it's "challenging" dealing with the way toys are sold through commercial media.