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Wood claims that such merchandising is simply "now a part of life for children" and that parents "expect it." But the Tele-stuff, more than the critters themselves, has some children's advocates worried. "It's a very sweet little show," says Kathryn Montgomery, president of the Center for Media Education. "But do we want to create a media culture which is aggressively marketing to younger and younger children?" The answer, emanating from that strange place over the hills and far away, sounds a lot like yes.