Marketing Food to Children and Adolescents - Federal Trade ...

Food Marketing Activities Directed to Children and Adolescents
that used the characters in games, involved children in solving mysteries, and offered related
prizes or premiums, such as “collectible” character cards. Spokescharacters also made
appearances at events; one snack food brand offered a contest where the winner’s school would
have a celebration party with a “live” appearance by the character.
In 2006, a candy company and Marvel Comics created a series of print and online comic
books, promoted via in-store displays and through the company website. Comic book pages
portrayed each candy piece as a unique character. Print ads directed children to the Internet
where they found printable games with instructions to use the candy as game pieces. Codes on
product packaging could unlock additional game levels on the website.
As part of the effort to increase brand awareness through the use of spokescharacters and
other advertising techniques, a number of companies have successfully developed their own
lines of branded merchandise for sale at retail outlets, or have licensed third parties to sell
merchandise branded with food company trademarks and characters. 63 In addition to serving a
promotional purpose by increasing consumer familiarity with and loyalty to particular products
and brands, these activities typically profit the company through licensing fees, royalties, and
product markups.
Food-branded merchandise may be developed for use by a general audience, or by children
or adolescents. Thus, children may wear pajamas that carry a cereal logo, while teens may
decorate their lockers at school with message boards branded with their favorite candy bar. 64
Some companies also entered into marketing agreements with toy companies to produce co-
branded toys, including race-cars, dolls, and Play-Doh, which children could use to make models
of their favorite snack cakes. These branding opportunities increase brand recognition among
the parent purchasers, as well as the child or teen end-users.
One candy company reported being contacted by educators (including the Secretary of the
Department of Education) in the mid-1990s with requests to use company brands and images
in educational materials, such as counting books, to help children learn math in a creative way.
Following these inquiries, the company entered into an agreement with a publishing company to
produce books on math topics, as well as holiday and birthday books. The agreement to publish
these branded children’s books terminated at the end of 2006.
3. Other Promotional Activities
a. in T e R n e T a n d digiTal adveRTising
More than 30 of the 44 target companies reported online, youth-directed advertising
activities. Online activities included dedicating space on a company website to child- or teen-
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