FCC reviewing whether TV show is meant to sell kids Skechers

The Federal Communications Commission is examining whether an animated television show featuring characters created to market Skechers shoes violates rules limiting advertising to children.

Campaign for a Commercial-Free Childhood (CCFC) filed a petition with the FCC regarding the show "Zevo-3" set to begin airing on the cable channel Nicktoons on October 11. According to the complaint, the show features three superheroes named Kewl Breeze, Elastika, and Z-Strap, who battle a villain known as Dr. Stankfoot.

"It's clear that Skechers and Nicktoons are flouting the policies established by Congress to protect children from excessive commercialism," said CCFC's Director, Dr. Susan Linn. "Zevo-3 is a twenty-two minute commercial masquerading as a kids' TV show."

The FCC is seeking comment on the group's petition; the deadline is October 22.

The CCFC argues the characters were created expressly to market specific lines of shoes and said the show should be considered a promotion for Skechers shoes. The law limits cable operators to airing no more than ten and a half minutes of commercial programming per hour on weekdays and 12 minutes on weekends during children's shows.

The characters have previously been featured in Skechers TV commercials and comic books. Additionally, DVDs of the show were inserted into one million shoe boxes over the summer as part of a promotion. Kewl Breeze, who the CCFC says was created to sell Skechers Airators, is depicted in one comic passing out the shoes in order to defeat Dr. Stankfoot.