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Influence of food companies' brand mascots and entertainment companies' cartoon media characters on children's diet and health: a systematic review and research needs.

Kraak VI, Story M - Obes Rev (2014)

Bottom Line: Results suggest that cartoon media character branding can positively increase children's fruit or vegetable intake compared with no character branding.However, familiar media character branding is a more powerful influence on children's food preferences, choices and intake, especially for energy-dense and nutrient-poor foods (e.g. cookies, candy or chocolate) compared with fruits or vegetables.Future research can be used to inform the deliberations of policymakers, practitioners and advocates regarding how media character marketing should be used to support healthy food environments for children.

View Article: PubMed Central - PubMed

Affiliation: Department of Human Nutrition, Foods and Exercise, Virginia Tech (Virginia Polytechnic Institute and State University), Blacksburg, Virginia, USA.

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Examples of brand mascots used by companies participating in the US Children's Food and Beverage Advertising Initiative to promote food products to American children by specific food categories of nutritional concern. As of October 2014, the 17 CFBAI members are: Campbell Soup Company, ConAgra Foods, Inc., The Dannon Co., Inc., Ferrero USA, Inc., General Mills, Inc., The Hershey Company, Kellogg Company, Kraft Foods Group, Inc., Mars, Inc., Mondeléz Global LLC, Nestlé USA, PepsiCo, Inc., Post Foods, LLC, The Coca-Cola Co., Unilever United States, Burger King Corp. and McDonald's USA. Italicize texts are brand mascot names. Texts in purple are brands that the mascots represent. Texts in red are the companies that own the copyright and/or trademark for the mascot. Number in parentheses is the decade or the year that the mascot was created. The trademarked images used in this figure are intended for educational purposes only. Their use is allowed for non-commercial purposes through the US ‘nominative fair use’ doctrine that protects free speech over trademark infringement.Sources: references (49,53–55,58–72).
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fig01: Examples of brand mascots used by companies participating in the US Children's Food and Beverage Advertising Initiative to promote food products to American children by specific food categories of nutritional concern. As of October 2014, the 17 CFBAI members are: Campbell Soup Company, ConAgra Foods, Inc., The Dannon Co., Inc., Ferrero USA, Inc., General Mills, Inc., The Hershey Company, Kellogg Company, Kraft Foods Group, Inc., Mars, Inc., Mondeléz Global LLC, Nestlé USA, PepsiCo, Inc., Post Foods, LLC, The Coca-Cola Co., Unilever United States, Burger King Corp. and McDonald's USA. Italicize texts are brand mascot names. Texts in purple are brands that the mascots represent. Texts in red are the companies that own the copyright and/or trademark for the mascot. Number in parentheses is the decade or the year that the mascot was created. The trademarked images used in this figure are intended for educational purposes only. Their use is allowed for non-commercial purposes through the US ‘nominative fair use’ doctrine that protects free speech over trademark infringement.Sources: references (49,53–55,58–72).

Mentions: Figure 1 provides examples of more than 40 brand mascots used by 15 food and restaurant companies (58–72) that participate in the US Children's Food and Beverage Advertising Initiative (CFBAI) (73). The figure is based on an extensive search of published articles, industry trade literature, books (53–55) and companies' websites. The figure does not include mascots owned by companies that do not voluntarily participate in the CFBAI, such as Chuck E. Cheese's Mr. Cheese Mouse (33). Figure 2 provides examples of more than 55 cartoon media characters that are owned and licensed by five major entertainment and media companies (74–78) to promote food products to children. The figure is based on characters identified through several resources (33,46) supplemented by an extensive search of companies' websites.


Influence of food companies' brand mascots and entertainment companies' cartoon media characters on children's diet and health: a systematic review and research needs.

Kraak VI, Story M - Obes Rev (2014)

Examples of brand mascots used by companies participating in the US Children's Food and Beverage Advertising Initiative to promote food products to American children by specific food categories of nutritional concern. As of October 2014, the 17 CFBAI members are: Campbell Soup Company, ConAgra Foods, Inc., The Dannon Co., Inc., Ferrero USA, Inc., General Mills, Inc., The Hershey Company, Kellogg Company, Kraft Foods Group, Inc., Mars, Inc., Mondeléz Global LLC, Nestlé USA, PepsiCo, Inc., Post Foods, LLC, The Coca-Cola Co., Unilever United States, Burger King Corp. and McDonald's USA. Italicize texts are brand mascot names. Texts in purple are brands that the mascots represent. Texts in red are the companies that own the copyright and/or trademark for the mascot. Number in parentheses is the decade or the year that the mascot was created. The trademarked images used in this figure are intended for educational purposes only. Their use is allowed for non-commercial purposes through the US ‘nominative fair use’ doctrine that protects free speech over trademark infringement.Sources: references (49,53–55,58–72).
© Copyright Policy - open-access
Related In: Results  -  Collection

License
Show All Figures
getmorefigures.php?uid=PMC4359675&req=5

fig01: Examples of brand mascots used by companies participating in the US Children's Food and Beverage Advertising Initiative to promote food products to American children by specific food categories of nutritional concern. As of October 2014, the 17 CFBAI members are: Campbell Soup Company, ConAgra Foods, Inc., The Dannon Co., Inc., Ferrero USA, Inc., General Mills, Inc., The Hershey Company, Kellogg Company, Kraft Foods Group, Inc., Mars, Inc., Mondeléz Global LLC, Nestlé USA, PepsiCo, Inc., Post Foods, LLC, The Coca-Cola Co., Unilever United States, Burger King Corp. and McDonald's USA. Italicize texts are brand mascot names. Texts in purple are brands that the mascots represent. Texts in red are the companies that own the copyright and/or trademark for the mascot. Number in parentheses is the decade or the year that the mascot was created. The trademarked images used in this figure are intended for educational purposes only. Their use is allowed for non-commercial purposes through the US ‘nominative fair use’ doctrine that protects free speech over trademark infringement.Sources: references (49,53–55,58–72).
Mentions: Figure 1 provides examples of more than 40 brand mascots used by 15 food and restaurant companies (58–72) that participate in the US Children's Food and Beverage Advertising Initiative (CFBAI) (73). The figure is based on an extensive search of published articles, industry trade literature, books (53–55) and companies' websites. The figure does not include mascots owned by companies that do not voluntarily participate in the CFBAI, such as Chuck E. Cheese's Mr. Cheese Mouse (33). Figure 2 provides examples of more than 55 cartoon media characters that are owned and licensed by five major entertainment and media companies (74–78) to promote food products to children. The figure is based on characters identified through several resources (33,46) supplemented by an extensive search of companies' websites.

Bottom Line: Results suggest that cartoon media character branding can positively increase children's fruit or vegetable intake compared with no character branding.However, familiar media character branding is a more powerful influence on children's food preferences, choices and intake, especially for energy-dense and nutrient-poor foods (e.g. cookies, candy or chocolate) compared with fruits or vegetables.Future research can be used to inform the deliberations of policymakers, practitioners and advocates regarding how media character marketing should be used to support healthy food environments for children.

View Article: PubMed Central - PubMed

Affiliation: Department of Human Nutrition, Foods and Exercise, Virginia Tech (Virginia Polytechnic Institute and State University), Blacksburg, Virginia, USA.

Show MeSH
Related in: MedlinePlus