Case Study


Sticks and Stones May Break Bones, but Names May Drive Up Sales When Moral Majority Founder Jerry Falwell labeled Tinky Winky gay, the charge set off a media frenzy and a strong response from The itsy-bitsy Entertainment Company, the U.S. marketer of licenses for Teletubbies. The TV program for pre-school children features four happy, infant-like space alien characters, including Tinky Winky. The media-magnet incident began with a "Parents Alert" article in the February issue of Falwell's National Liberty Journal (NLJ), headlined "Tinky Winky Comes Out of the Closet.

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