Say what you will about The Rugrats Movie (my five-year-old daughter and I enjoyed it at least as much as the next family unit), but its sentimental view of sibling rivalry plays a distant second to the movie's real duh of a raison d'être: marketing. According to Fortune, the film is the cornerstone of an unprecedented intracorporate branding effort for Viacom and its media subsidiaries. Indeed, the most fascinating thing about the TV series even more than the show-offy animation, dim-witted yuppie parents, and winking film references was always its self-reflexive attitude toward the merchandise it spewed forth.
That's why it was no surprise to find the Stu Picklesdesigned Reptar Wagon, a baby Bondmobile voiced by Busta Rhymes, the movie's literal prime mover. With its Barney-meetsT. Rex appeal, Reptar is an integral element of the Rugrats universe. Neither as pathetic as Krusty the Clown nor as dumb as the Dummi Bears, Reptar parades through the 'rats' collective consciousness as an evolving product line that must constantly one-up itself to survive. So while my daughter is passing on Burger King's cheesy Reptar watch, she'd give up college in a second for a Reptar Wagon.
Get the Film & TV Newsletter
Stay up to date on the best new movies with our critics' latest reviews, interviews and trailers for the films coming to a theater near you each week.
More Film News
- Scott Adkins Plays a Badass Actually Named ‘Colt McReady’ In the Effective ‘Close Range’
- Meet the Pole Who Tried to Warn the World About the Holocaust in ‘Karski & the Lords...
- Jane Fonda Faced Down the Seventies and a Killer in Pakula’s Masterful ‘Klute’
- He’ll Get Your Head Shaking: Surveying the Start of Chung Mong-hong’s (Likely) Great...