Shrek 3 Has Conflicting Messages About Childhood Obesity

Many families are eagerly anticipating the May 18 opening of the family-friendly Shrek 3. The main character, Shrek, is such a familiar and popular character with young children that he has been recently used in public service announcements which urge children to exercise at least an hour a day. However, if the Campaign for a Commercial-Free Childhood has their way, he will soon loose his spokesperson role.

Shrek 3 has promotional deals with dozens of food products, including Mars Inc.'s Snickers and M&M's candy; PepsiCo Inc.'s Sierra Mist drink; and Kellogg Co.'s Fruit Loops, Frosted Flakes, Pop-Tarts, Cheez-Its and Keebler cookies.

The film also has a tie-in with McDonald's; there will be Shrek-themed promotions of Happy Meals, and DreamWorks will create animation for some McDonald's commercials. This is part of a two year agreement between the fast food giant and the Dreamworks studio. In return for promoting its films, DreamWorks will design animation for TV spots and other marketing campaigns, which could feature Ronald McDonald and Shrek in a commercial, officials said. DreamWorks will also help support McDonald's balanced, active lifestyle program, "it's what i eat, it's what i do...i'm lovin' it."

Susan Linn, the director of CCFC, asks "Why would young children follow Shrek's advice about healthy living and ignore his entreaties to eat Happy Meals and Pop-Tarts?" Good question. The Campaign For A Commercial-Free Childhood (formerly Stop Commercial Exploitation of Children) is a national coalition of health care professionals, educators, advocacy groups and concerned parents who counter the harmful effects of marketing to children through action, advocacy, education, research, and collaboration.

Health and Human Services spokesman Bill Hall said the department had no intention of halting the public service ads, which were launched in February. Halls points out that Shrek promotes healthy exercise habits, which are not incompatible with the food advertising. "Shrek is a good model, especially for children who can benefit from more exercise," says Penelope Royall, also of the HHS. "He doesn't have a perfect physique, he's not a great athlete. ... We hope children will understand that being physically fit doesn't require being a great athlete."

For more information on this issue and other marketing to children, visit the CCFC website.