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Opinion
Ben Schott

Your Ugly Christmas Sweater Is Branding’s Latest Weapon

From Cheez-It onesies to Burger King’s designer silk shirts, big brands are counting on the jesting irony of festive merchandise to generate free advertising, marketing and publicity.

relates to Your Ugly Christmas Sweater Is Branding’s Latest Weapon

Sources: Dunkin, Heinz; HBO; IKEA; Anti Social Social Club; Crocs

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It’s beginning to look a lot like Christmerch, with branded festive knits everywhere you go.

In addition to the expected (Disney, Adidas), the curious (Heinz, Planters) and the dorkily retro (Atari, Microsoft Minesweeper) are the more outlandish offerings — like Colt’s “classic” holiday sweatshirt (snowmen, handguns and “don’t tread on me” snakes) and Hulu’s festive homage to “The Handmaid’s Tale.”