In the realm of documentaries, “Cookie Queens,” directed by Alysa Nahmias, takes a unique approach by focusing solely on the modern-day experience of selling Girl Scout Cookies. While one might expect a comprehensive exploration of the history of these beloved treats—including the current nine flavors, past discontinued varieties, and their cultural significance—Nahmias instead directs her lens toward a contemporary narrative that reflects the commercialization of this American tradition.
A Contemporary View
The film leaps into action with striking statistics: the Girl Scouts sell over $800 million worth of cookies every year in just six weeks. After a brief opening montage showcasing black-and-white photos and archival footage, “Cookie Queens” shifts its focus to the present, introducing four girls who each set ambitious sales goals for the cookie season. The subjects range from 5-year-old Ara, a numbers-savvy dynamo with diabetes, to Olive, a 12-year-old from Charlotte, N.C., who aims to sell 8,000 boxes while exuding a media-savvy influencer vibe.
Meet the Competitors
Alongside these budding entrepreneurs is 8-year-old Shannon Elizabeth from El Paso, Texas, who plans to sell 2,750 boxes, and 9-year-old Nikki from Chino, CA, whose competitive spirit is fueled by having a sister who once earned the title of Cookie Queen. Nikki’s sales tactics are playful and engaging, demonstrated by a catchy jingle her sister creates on the spot: “Come! Buy! Some Girl Scout Cookies! They’re only six dollars!”
A Reality Show Mentality
“Cookie Queens” adopts a reality-show format, pitting the girls against each other in a contest-like atmosphere that is reminiscent of shows like “Dance Moms” and “The Apprentice.” Despite its lighthearted moments, the film often leans heavily into its theme of competition, punctuated by an overly cheerful musical score. However, this singular focus limits its exploration of the broader implications of selling cookies in today’s economic climate.
Parental Involvement and Economic Realities
The parents play a significant role, especially when sales reach thousands of boxes. One mother expresses concerns about potentially mortgaging their house to pre-purchase cookies, highlighting the financial stakes involved. With only a dollar retained from each $6 box sold, the profit margins prompt Olive to suggest a more equitable 50-50 split between the scouts and the council, a thought that briefly resonates but is quickly sidestepped as the film continues its competitive narrative.
Emotional Moments Amid Competition
Despite its heavy focus on commercial success, “Cookie Queens” does deliver a moment of tenderness when Olive’s friend expresses her admiration for her, stating, “I see you as not just a cookie seller. I see you as my best friend.” Yet, even this emotional exchange hints at the competitive pressure that weighs on the young sellers, particularly when Olive critiques her appearance on a local TV show as merely “cookie trivia” rather than a solid business tactic.
Ultimately, “Cookie Queens” portrays Girl Scout Cookies not just as indulgent treats but as commodities within the framework of capitalism, emphasizing the hustle and savvy of its young protagonists. While it provides a fun snapshot of ambitious young girls navigating the cookie-selling landscape, the documentary leaves out the deeper historical and cultural context, settling instead into a reality-show structure that may not resonate with all audiences.
