Monday, December 22, 2008

FAO Schwarz: Retail Lunactivism

Lunactivism, my faithful readers know, is some protest, statement, or direct action in support of a cause that does the cause more harm than good. Terrorism is an extreme example. The fear-mongering Prop 8 commercial portraying Mormons as home invaders is another.

In a commercial venture, companies have over the last several years begun touting their environmental friendliness. It's thought that appearing green enhances corporate image, which is especially important to retailers and consumer-facing businesses.

Now, hardly anybody or anything has more good will than Santa Claus, and most people have a fixed image of Santa Claus involving, on some level, a red suit.

So F.A.O. Schwarz, struggling retailer, decided that turning Santa's suit green to push a children's book was the right way to go. Lunactivism? I report, you decide.

w/t Debbie Schlussel

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