Editing Captain Kangaroo (section)

==Schwinn marketing==
From the late 1950s, the [[Schwinn]] Bicycle Company made use of children's television programming to expand its dominance of the child and youth bicycle markets. The company was an early sponsor (from 1958) of ''Captain Kangaroo''. The Captain himself was enlisted to sell Schwinn-brand bicycles to the show's audience, typically six years old and under.<ref name=petty6>{{cite web|author=Petty, Ross D. |title=''Pedaling Schwinn Bicycles: Lessons from the Leading Post-World War II U.S. Bicycle Brand'' |publisher=Babson College, MA (2007), p. 6 |url=http://faculty.quinnipiac.edu/charm/CHARM%20proceedings/CHARM%20article%20archive%20pdf%20format/Volume%2013%202007/170-179_petty.pdf |access-date=November 12, 2012 |url-status=dead |archive-url=https://web.archive.org/web/20130514091409/http://faculty.quinnipiac.edu/charm/CHARM%20proceedings/CHARM%20article%20archive%20pdf%20format/Volume%2013%202007/170-179_petty.pdf |archive-date=May 14, 2013 |df=mdy }}</ref> At the end of each live Schwinn marketing promotion, Bob Keeshan would intone, "Schwinn bikes—the quality bikes—are best!" and "Prices slightly higher in the South and in the West". The on-air marketing program was deemed successful by Schwinn, and the company increased its market share of child and youth bicycles throughout the 1960s.<ref>Petty, Ross D., ''Pedaling Schwinn Bicycles'', pp. 5–7</ref>

The marketing program continued through the 1971 season, when the [[Federal Trade Commission]]'s Staff Report, ''Guidelines on Advertising to Children'', recommended against Schwinn's on-air marketing practices using the show's host. In response, Schwinn and the show's writers altered the format in 1972. The Captain no longer insisted that his viewers purchase a Schwinn, but instead made regular on-air consultations of a new character, Mr. Schwinn Dealer.<ref name=petty6 /> A 1973 internal company news article concluded that the show's child audience had difficulty separating Schwinn's sales pitch from the regular content of the show.<ref name=petty6 />