Here’s Why Cracker Jacks Are (Temporarily) Being Called Cracker Jills

For once, a product with gendered marketing is not an indication of the fragility of masculinity. Take Cracker Jills, the limited-edition snack, from Cracker Jacks. It’s the same as Cracker Jacks, ingredients-wise, just with a new bag, name, and mascot. And here’s why it was created.

First and foremost, Cracker Jill is an invention of Frito-Lay (which is owned by PepsiCo) as a promotion to support the Women’s Sports Foundation. Frito-Lay initially pledged $200,000 to WSF and is raising additional donations through Cracker Jills sales. That’s all it is, really, a temporary change in branding for a good cause. The Cracker Jills’ tagline isn’t about “girl power” or commodified feminism. It’s simply about the importance of role models and representation: “Sometimes all it takes to believe you can do something is to see someone who looks like you do it first.” So true, bestie!

“Our Foundation is an ally, advocate and catalyst to help unlock the possibilities in every girl and woman through the power of sport,” WSF CWO Danette Leighton said in the official Cracker Jills press release. “Representation matters. It encourages and inspires the next generation. It’s wonderful to see Cracker Jill come to life, emphasizing the power that representation can have by celebrating women who’ve broken barriers.”

The organization is inclusive, thank goodness.

That being said, branding like “Cracker Jack” and “Cracker Jill,” while well-meaning, does, unfortunately, reinforce a gender binary. But worry not! The organization Cracker Jills is supporting does support trans women and girls in sports. In 2021, the WSF spoke out against Mississippi’s anti-trans legislature.

Let us not lose sight of the most valuable aspects of sport participation, which go well beyond the medals: to instill health and wellness; to build camaraderie and belonging; to learn discipline and leadership. Long after the race, game or match concludes, these are the life-long benefits of sport that drive the mission of WSF to enable girls and women, including transgender girls and women, to reach their potential in sport and life. These bills would unfairly deprive transgender girls and women of these critical developmental opportunities and experiences.

Women’s Sports Foundation

Great to hear! Oh, and one last thing. There’s a Normani song.

(featured image: Frito-Lay)

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