With the birth of Shrek and Fiona's triplets, DreamWorks' "Shrek the Third" gives viewers a warm, fuzzy feeling, to be sure.
But even so, Shrek's recent activities are not without controversy.
The U.S. Department of Health and Human Services and the Ad Council thought he'd be great for raising awareness about childhood obesity and produced ads that urge kids to exercise an hour a day.
But the children's advocacy group Campaign for a Commercial-Free Childhood asked the Department of Health and Human Services to recall the ads because of the movie's ties with unhealthy foods such as Snickers, M&M's, Sierra Mist, Froot Loops, Frosted Flakes, Pop-Tarts, Cheez-Its, Keebler cookies and McDonald's Happy Meals.
Commercial-Free Childhood campaign Director Susan Linn, a psychiatry professor at Harvard, wrote a letter to Mike Leavitt, secretary of Health and Human Services, saying that using Shrek to promote exercise to kids demonstrates "an inherent conflict of interest between marketing junk food and promoting public health."
"Why would young children follow Shrek's advice about healthy living and ignore his entreaties to eat Happy Meals and Pop-Tarts?" she wrote in her letter.
She says Shrek is influential on young, impressionable minds, and the conflicting messages about healthy living are confusing to kids who idolize and trust whatever their movie stars tell them.
There are no plans to scrap the campaign. Health and Human Services spokesman Bill Hall has said, "Shrek is a very well-known character in the target population of this campaign. We have always promoted a balanced, healthy diet, which does not necessarily exclude the occasional treat." The promotion has been under way for several months.