Sugar-Frosted Violent Games: Not So Gr-r-reat

There’s no way around it. I must confess. I’m 38 years old and love brown sugar Pop Tarts. I fancy myself a connoisseur -- tossing useless crust, yet savoring every crumb of crunchy icing. I’ve even hidden them from my children behind boxes of stale crackers. Sadly, our love affair, dating back to my college years, is history.

Inside my latest Kellogg’s Pop Tarts box came a free “Lord of the Rings: Return of the King” computer game. Unfortunately, it also came with a “T” (Teen Only) rating for violence. Sword slashing and killing, hand-delivered potentially to little ones, along with a Pop Tart.

This blatant sugar-coating of violence in the media, and its irresponsible marketing tie-in to children, is extremely disturbing and unacceptable. And since when did breakfast become a PG-13 activity? I even found a bonus, printed inside the box: the hidden “cheat code to boost my physical attack to fierce attack.”

Shouldn’t making millions of dollars marketing and selling to children come with an iota of corporate responsibility? Perhaps a line under nutritional ingredients could be added for daily intake of violent material.

I respect the recommendations from experts who determine the age when children are capable of processing violent images. Media expert Christine Honeyman-Fazio has said that children are becoming immune to violence. Kids play video games laughing and cheering while they rack up points for how many people they blow away. Our young ones are growing desensitized to violence, and the results are acted out in our families, schools and communities.

I called customer service at Kellogg to vent my frustration. “Would signs be posted at checkouts stating: Be prepared to show ID if purchasing alcohol, tobacco or Pop Tarts?” I asked.

“Some teens carry Pop Tarts on the way to school,” the Kellogg person said.

“Some teens carry threats of violence and even guns to school,” I added.

“You have the right to share your opinions and I’ll forward your thoughts to marketing,” she said. Gee thanks, I thought, the very folks who cooked up this plan.

The Kellogg’s website displays a trustworthy Tony the Tiger with its identity statement, which includes: “We build gr-r-reat brands and make the world a little happier by bringing our best to you.” Their “specific content standards, which govern Kellogg advertising,” includes the following: “Avoid advertising themes that include excessive violence and/or unwarranted acts of violence.”

Surely there’s some misunderstanding.

It’s my responsibility, as a mom, to protect my children from the aggressive and tragic marketing strategies that companies use to buy our children’s loyalty. It’s just never been more difficult. I certainly don’t have big business on my side. I’m sure going to miss my Pop Tarts.

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Julie Hudash is founder and executive director of a youth leadership nonprofit organization. E-mail: jhudash@teamkids.org