Characters and Mascots in Food Marketing to Kids

Brand mascots and media characters are used in marketing foods and beverages to children—often for products that are unhealthy, according to a review from Healthy Eating Research funded by the Robert Wood Johnson Foundation. The brief notes that while some progress has been made by food, beverage, restaurant, and entertainment companies to ensure that brand mascots and licensed media characters are used to promote healthier foods, beverages, and meals, significant opportunities for improvement still exist.

The brief also indicates that younger children are especially vulnerable to the marketing of unhealthy food and beverage products that use brand mascots or media characters because they have difficulty distinguishing between advertising messages and factual information.

Click here to read the brief