
Shrek, Dora the Explorer and other licensed cartoon heroes help sell kids gummy fruit, graham crackers and other snacks and that’s not good news since the majority of popular animated bears, birds and explorers push food of poor nutritional value, a new study suggests.
The study published by Pediatrics today found a group of kids age 4 to 6 preferred foods that were labeled with popular cartoon characters, Shrek, Dora and Saturday morning veteran Scooby Doo.
Before parents and teachers dismiss the study as confirming the obvious, they should know it’s important because there hasn’t been a study about causal links between children’s food preferences and licensed characters on food packages, researchers wrote in the story released today.
Why is it important to understand the marketing power of Shrek? Companies spend $1.6 billion on marketing food to children, the report said, and the growth of that effort occurred during the rise of one of the biggest health problems among today’s children.
The sharp increase in obesity prevalence has coincided with rapid growth in the food industry’s budget for childhood marketing…”— Influence of Licensed Characters on Children's Taste and Snack Preferences.” Pediatrics, 6/21/10.
These licensed characters work both sides of the issue. For example, Shrek has lent his green image to U.S. Department of Health and Human Services campaigns, but has also slapped his happy face on M&Ms, McDonalds and Kellogg’s.
Researchers took their findings one step further, suggesting it is time to regulate how licensed characters are used to sell food to kids.
More than advocatingthe use of licensed charactersfor healthy foods, our findingspoint to the need to regulate and curtail the use of this marketing approach for high-energy, low-nutrient products. – Pediatrics.
Characters, however, also can get kids to eat healthy food, researchers wrote.
In the no-sticker condition (food without an Elmo sticker), 78% of participants chose a chocolate bar over broccoli. When Elmo was added to the broccoli package, however, one-half of the children chose the vegetable over the candy, although the authors did not measure taste perception in that study. – Pediatrics.