by Amy Spangler
July 22, 2010

Never underestimate the power of Dora the Explorer, Scooby Doo, and Shrek. The results of a recent study, published in the July 2010 issue of Pediatrics, found that cartoon characters affect kids’ food preferences.

Researchers at Yale University asked 40 children (all 4 to 6 years old) to taste three pairs of identical foods in either a clear package or one with a picture of a cartoon character. The children were then asked whether the two foods tasted the same or one tasted better than the other, and which of the two foods they would most like as a snack.

For each of the three food pairs presented—gummy fruit snacks, graham crackers, and carrots—72 to 87 percent of the children chose the food with a cartoon character on the package. For example, 72 percent of the children chose the carrots with the character, 85 percent chose the  gummy fruit snacks with the character, and 87 percent chose graham crackers with the character. After tasting each pair of foods—50 to 55 percent of the children thought the food with a character on the package tasted best, and 25 to 37 percent thought the two foods tasted the same. Among children who thought the food without a character on the package tasted best—only 7 percent thought the graham crackers tasted best, 15 percent thought the gummy fruits snacks tasted best, and 25 percent thought the carrots tasted best.

Before you add your voice to those calling for restrictions or a total ban on the use of cartoon characters on food packages, consider the following:

• Only 40 children took part in the study—a small sample by any standard.

• Fifty percent of those who were invited to participate (parents and their children) declined, increasing the risk for bias in this small, self-selected sample.

• There were nearly twice as many boys as girls.

• There were 2-4 times as many whites compared to other ethnic groups (black, Hispanic, Asian).

• One-half of the children watched television 1 or more hours a day and movies at home or in the theater at least once a week.

• The participants were not blinded—each knew the purpose of the study and which package had a character on it—making it possible for the investigators to influence the children’s choices, either intentionally or unintentionally.

Cartoon characters as spokescharacters
In 2006, Kroger partnered with The Walt Disney Company to promote healthy eating among children. Most of the nearly 100 products in the premium food program contained zero grams of trans fat and included healthy foods such as yogurt.  The products were eventually phased out and replaced with Kroger Brand products, suggesting a lack of sustained sales.

Nickelodeon launched a similar program in 2007 designed to get kids to eat healthy foods by putting SpongeBob SquarePants on packages of vegetables (carrots, spinach). The program generated lots of interest at first—but two years later, the majority of products sporting a Nickelodeon character are foods with little nutritional value.

The Walt Disney Company’s decision in 2008 to end its 10-year contract with McDonald’s was applauded by many, as was Sesame Street’s promotion of anytime and sometime foods. While some have embraced industry efforts to promote healthy eating, others have urged caution—arguing that profits will ultimately trump health.

It remains to be seen whether restricting the use of cartoon characters to healthy foods, or banning their use altogether, will improve kid’s diets. In order to pass meaningful legislation, more data is needed.