DR says criticism of Christmas collector cards is fair

DR has acknowledged criticism that collector cards for its upcoming Christmas series could cause conflict among children and put financial pressure on parents, DR reported. The broadcaster says it has tried to limit those effects as it launches its first set of cards for the series Den store julefortælling.

Parents will receive three cards for every 100 kroner spent at SuperBrugsen or Kvickly. Collecting all 50 cards would require spending at least 1,700 kroner. A collector album costs 40 kroner, though DR sales consultant Kenneth Holm said people unable to afford one can contact Coop to request one.

Schools and experts have criticised collector cards in previous years, saying they can lead to disputes and financial pressure on families. Cards linked to TV 2’s Christmas series prompted some schools to restrict or ban them last year because they were taking up too much space in children’s lives.

“We think the criticism is completely fair,” Holm said. DR began considering the cards in January and looked at ways to reduce the pressure, he said.

DR says all 50 cards will be produced in equal quantities, with no rare cards, and released at the same time. Holm said this should make them easier to collect.

Asked why a public service broadcaster was promoting purchases at Coop, Holm said the arrangement was intended to extend the Christmas series beyond television and build a stronger relationship between DR and the public. He said the promotion was not a task for DR and would ideally be part of people’s usual shopping.

The cards will be available from October 30 at 280 SuperBrugsen and Kvickly stores across Denmark.