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Huckstermation

November 20, 1988

The quality of the animation produced by the Walt Disney Co. is seemingly only exceeded by the creativity and gall of its licensing and merchandising departments.

At a time when all of animation is continually defending itself from accusations of producing little more than expanded product commercials, Disney has abandoned any sensitivity to the legitimacy of these charges in its ad for "Oliver & Co." in the Sunday Calendar (See Page 13).

The ad contains no fewer than five mini ads for related merchandising and licensing "tie-ins." "Oliver & Co." would seem to be an afterthought at best or a revenue-generating vehicle at worst.

The Walt Disney Co., the world leader in quality animation, seems to have also assumed the lead in animation hucksterism.

GUY SESMA

Tarzana

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