Kraft Peanut Butter Launches New Kids Book to Promote Transgender Awareness

Kraft Peanut Butter Launches New Kids Book to Promote Transgender Awareness

Peanut butter lovers, especially those in Canada where Kraft is the dominant peanut butter brand, know Kraft’s two teddy bear peanut butter mascots, Crunchy and Smoothie. And to celebrate Transgender Awareness Week, the brand has launched a special edition kids book that helps families and children learn about the importance of pronoun usage.

Transgender Awareness Week is currently underway, running from November 13th-19th, and leads up to Transgender Day of Remembrance, which is on November 20th.

According to GLAAD, Transgender Awareness Week is “a week when transgender people and their allies take action to bring attention to the community by educating the public about who transgender people are, sharing stories and experiences, and advancing advocacy around the issues of prejudice, discrimination, and violence that affect the transgender community.” And Transgender Day of Remembrance is a day to honor all the trans people we’ve lost to violence, prejudice, and bigotry.

To help kids and families learn to be better allies to the community, Kraft has teamed up with trans author Nick North and LGBTQ+ artist Paul Dotey to launch His, Hers, Them & Theirs: Learning Pronouns with the Bears.

According to Kraft, “the book aims to guide parents and families through conversations at home surrounding pronoun use and why they’re important.” The book does this with the help of Crunchy and Smoothie to inspire kids and families and provide them with a familiar face to guide them through learning new facts about gender and pronouns.

“As a brand that is focused on nourishing connections and fostering acceptance, it is essential for Kraft Peanut Butter to contribute to a more inclusive, accepting space and drive progress through tangible action. Educating the next generation of Canadians to stick together is an important part of setting up a future of inclusivity for all, and we hope this book and our bears can help facilitate learning to move the conversation forward,” says Jacqueline Chao, Brand Manager, Brand Building & Innovation, Kraft Heinz Canada. “Diversity & Inclusion are core tenets for Kraft Heinz Canada as an organization, as “We demand diversity” is a value that drives everything that we do. As a brand, Kraft Peanut Butter is proud to be an ally for those in the LGBTQ2S+ community, help amplify their voices and give back to the community the storybook supports.”

The limited-edition book goes on sale on November 20th and can be purchased at

Proceeds from the book’s sale will go towards trans and LGBTQ+ nonprofits. 

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