If you haven't watched PBS, Nickelodeon or the Disney Channel lately, a new study says that you may be surprised to see that a significant portion of the advertising, as well as the sponsorships, in the case of PBS, comes from food companies, including McDonald's, Chuck E Cheese, and others. Those who support limiting the "junk food advertising" seen by children are using this as ammunition, saying that children are too young to make "critical judgments about advertising" and that they are heavily influenced by the products they see. In short, they feel that advertising is a leading cause in making children crave high-fat, high-sugar foods and leads to an increased risk of obesity.

The networks, for their part, insist that they have cut back on food advertising and that many ads are not accepted unless they are in some way promoting education, social development or physical activity.

In the past, studies have shown that the average American child from infancy to 6 watches one hour of TV per day, while 8 to 18-year-olds watch 3 hours daily. This means that they could be seeing as many as 40,000 ads. An alternative solution to heavier restrictions on advertising is that the concerned parents behind the study could simply stop allowing their children to watch that much TV. If the numbers drop even by half, they would have that much less to worry about from advertising, no matter what products were being promoted.

General Mills has very strict advertising guidelines. They "consistently [avoid] advertising on programming that contains graphic violence, excessive sexual content and foul language," to much applause from consumer groups. It is the newest change to that policy, however, has those groups almost cheering aloud. The company has said that it will no longer advertise certain products, those that are considered to be unhealthy or high-calorie, to children. If a product contains more than 175 calories per serving, it will not be advertised to children under 12 via TV ads, movie tie-ins, internet content or using licensed cartoon characters. On top of that, "every product also must be considered 'healthy' or provide an important childhood nutrient, as measured by government guidelines." They will continue to use characters, including the Trix rabbit and the popular Dora the Explorer, to promote their other cereals, as the company has done for decades.

It is a bold step for the company, as it means that they might lose market-share to competitors in this area, but if parents applaud the move as much as the consumer groups, it might encourage some of them to stick with the brand in support.

Earlier this summer, Nicole posted about Disney's partnership with UK's Tesco supermarkets to sell their Disney-branded fruit.

Well, it's not just in the UK, and it's not just Disney, either. While Disney might be the biggest player in the fruit-branding game with a partnership with 15 large growers across the country via Indianapolis-based produce distributor Imagination Farms LLC, other cartoon characters are making their way into the garden. Nickelodeon's SpongeBob SquarePants will leave his pineapple under the sea and appear on spinach. Dora the Explorer will be hawking oranges. Warner Bros. has partnered with Ready Pac produce for Tweety Bird grapes and Tasmanian Devil apples.

At least the entertainment companies are being more responsible with their gross marketing by trying to sell fruits and vegetables to kids rather than French fries.

For years and years, the best thing about eating cold cereal in the morning was the fact that toys came in the boxes. They were tiny and cheap, but they were free and that is all that matters when kids are concerned. As sponsors moved their toys to happy meals and cereal companies began cutting costs, the free cereal toys became fewer and farther between. To delight of kids everywhere, and probably more than a few adults, Ford is reviving the tradition of toys in cereal boxes by putting 600,000 Ford Fusion Hot Wheels into boxes of Kellogg's cereal sold at Target stores. No cutting bar codes or collection box tops necessary.

Ford is, of course, trying to promote its mid-sized Fusion by appealing to families with kids. The cereals that have the cars will be Froot Loops, Apple Jacks, Frosted Flakes and Cocoa Krispies, all likely to be consumed by cartoon-watching children on Saturday morning, but the parents will be the ones reading the boxes and learning more about the car. At least, that's what Ford is hoping. The rest of us are just hoping that other companies follow suit.

I need some new x-ray specs.

It's fun to check out Topher's Cereal Character Guide, which lists just about every cartoon cereal character you can imagine (and some you can't), but another fun part of the cereal box is the back. The back of the boxes have games, puzzles, promotions and other information. They change frequently, but there is a site that has a cereal box archive, with photos of both the fronts and the backs of hundreds of cereal boxes. Many of the boxes advertise free or discounted products that tie in to the cereal itself. Merchandise includes dartboards, gum and even door knockers - all of which can make us remember why we got up to eat cereal and watch cartoons on weekend mornings: free stuff. 

Fast food franchises all over the world give out toys with their kid's meals. Not all of them do, of course, but the companies know that is no better way to lure a hungry child in for lunch than with the promise of a free toy. Until recently, I generally assumed that the majority of the restaurants that did this were in the United States. Though the toys vary by location, they are distributed in even unexpected places. In the US and some other countries, the toys are very centered on cartoons and movies. In Qatar, as it turns out, they look to provide "fun and quality toys that kids can interact with" in their kid's meals. And by "interact with,"  they mean that their toys still have movable parts, because the "quality toys" are mostly likely still manufactured alongside the "quality" US kid's meal toys.

I do recall getting a surprisingly nice watch - plastic, but stylish - at a McDonald's in France, though it was about 9 years ago when the kid's meal toys seemed to be of a higher quality in general.

[Image via Peninsula Qatar)