The Indian Journal of Pediatrics

, Volume 81, Supplement 1, pp 30–38

Food Packaged with Toys: An Investigation on Potential Obesogenic Effects in Indian Children

  • Dario Gregori
  • Achal Gulati
  • Alexander Hochdorn
  • Simonetta Ballali
  • Haralappa Paramesh
  • Malathi Kumar
  • Ileana Baldi
Original Article

Abstract

Objective

To investigate, in a large pan Indian sample of school children, whether gadgets (toys) added to food increase food consumption, and if contemporary exposure to TV and/or advertising is a further promoting factor.

Methods

A total of 1,680 Indian children were first randomized to food exposure with or without toy and then to a five-level exposure to TV viewing and advertising according to a 2 × 5 full factorial ad libitum eating design study. The sample size was computed to detect a difference of 20 Kcal of caloric intake (assuming the same standard deviation of 20 Kcal in both groups) between “food with gadget” (Toy) and “food alone” (No Toy) groups in each level of the exposure to TV and advertising factor, given an alpha error equal to 0.05 and a power of 0.90.

Results

Mean caloric intake both in “Toy” and “No Toy” group was around 223 Kcal. When considering exposure to TV and advertising, mean values varied negligibly between 222 and 225 Kcal. According to linear models for the effect of gadget and exposure to TV and/or advertising on children’s intake, no significant adjusted associations were found, neither as main effects nor as interactions.

Conclusions

Food consumption by children is not influenced by the presence of added toys, even after adjustment for several potential confounding factors. The city where they live and age significantly influences Indian children’s caloric intake.

Keywords

Brand awareness Advertisement Obesity Behavior Children India 

Copyright information

© Dr. K C Chaudhuri Foundation 2014

Authors and Affiliations

  • Dario Gregori
    • 1
  • Achal Gulati
    • 2
  • Alexander Hochdorn
    • 1
  • Simonetta Ballali
    • 3
  • Haralappa Paramesh
    • 4
  • Malathi Kumar
    • 5
  • Ileana Baldi
    • 1
  1. 1.Unit of Biostatistics, Epidemiology and Public Health, Department of Cardiac, Thoracic and Vascular SciencesUniversity of PadovaPadovaItaly
  2. 2.Department of Otorhinolaryngology (ENT)Maulana Azad Medical CollegeNew DelhiIndia
  3. 3.ZETA Research LtdTriesteItaly
  4. 4.College of Nursing, Lakeside Institute of Child Health, Lakeside HospitalBangaloreIndia
  5. 5.Kare CentreChennaiIndia

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