It would be quite a task to write the entire list of mascots and cartoon characters which appear on food packaging and in advertisements. There’s Tony the Tiger, Ronald McDonald, and the Kool-Aid Man, just to name a few. These beloved, jolly personalities grace the packaging and ads of companies, becoming an integral part of their brand experience.
This, by itself, isn’t necessarily an issue; after all, it’s what branding is about. But when you consider the fact that over 23.5 million U.S. children and adolescents—which is nearly a third of young people—are either overweight or obese, it begs the question: why do we allow brands to market junk food, fast food, and sugary beverages to kids?
