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Who Has Marketing Fortitude?

Jim Prevor’s Perishable Pundit, September 18, 2006

We’ve written a lot about the issue of licensing cartoon characters to promote produce. We dealt with the issue here, here and here.

Now if the Disney Garden project had a bagged spinach, there is a decent chance it would have been bagged by Natural Selection Foods, which I’m sure would meet the toughest of criteria that Disney could throw at them.

Then a bit of bad luck, and the Disney name is blasted all over with pictures of Mickey Mouse tied together with the illness or death of some child.

Does any owner of an important cartoon character really have the stomach for that?

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