After these children are given the keys to communication, these keys are taken away. The door is locked, and their world goes dark. What had been an opportunity for community and reciprocity is now one for segregation and isolation. How can this be right?

For the first time, this year’s Super Bowl will have an alternate telecast for children featuring beloved cartoon characters. But as public health researchers, we are alarmed by efforts to promote the full-body collisions of tackle football to young children with animated mascots, enhanced augmented reality, bright colors, 3D iconography, and other child-friendly symbols.