ABSTRACT
Yet who would have thought that a line of videos, books, toys and music for children starring a bunch of talking vegetables who tell moralistic versions of Bible stories would move from evangelical Christian bookstores in the USA to mainstream retail markets in America and internationally? In its first ten years, the company making
‘Veggie Tales’ products sold over 25 million videos. The latest ‘Veggie Tales’ movie grossed $24 million in US box-offices and sold more than three million copies on DVD (Smietana, 2004). In addition to such products for which children constitute the direct marketing target, the number of workshops and conferences for parents, educators, health care practitioners and academicians concerned with children’s spirituality multiply every year. Without a doubt, children’s spirituality is big business at the outset of the twenty-first century.
