In continuing its efforts to promote health and wellness among children and families, Cartoon Network today announced newly formalized food and beverage-related guidelines for the use of its licensed characters. The broadcaster has also pledged to develop new programming integrating positive messages regarding nutrition and physical activity.
Created in consultation with nutritional experts, the new guidelines were developed primarily from nutritional standards for food in schools. They will govern how the network’s characters are presented in product licensing and custom brand-integrated promotional tie-ins that Cartoon Network may conduct with advertisers on-air, online and on packaging.
Under its new policies, Cartoon Network will limit the use of its original characters targeted to children under the age of 12 to food and beverage products that meet specific nutritional criteria. The nutritional criteria will include a cap on total calories per serving, putting limits on fat, sodium and sugar while encouraging recommended nutrients such as vitamin A and C, iron, calcium, protein and fiber. The Guidelines will apply to all U.S. tie-in deals starting Jan. 1, 2008. The only exception will be for the licensing of special-occasion sweets.
The new programming initiative will build on Cartoon Network’s ‘Get Animated’ outreach programs and multi-platform promotions aimed at reaching children with healthy lifestyle messages. The effort will include targeted public-private partnerships, public service campaigns, online education and off-channel activities and special events.
