Florida mom says Breaking Bad is no good for Toys R Us

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AMC/Sony Pictures Television

Toys R Us carries action figures based on these crystal-meth dealing "Breaking Bad" characters: Walter White, played by Bryan Cranston, left, and Jesse Pinkman, played by Aaron Paul.

Teresa Novellino

Upstart Business Journal Entrepreneurs & Enterprises Editor

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I t's not that Susan Schrivier has anything personal against the AMC show "Breaking Bad." The Florida mom is reportedly even a fan of the series, which told the tale of a chemistry teacher who became a meth dealer to pay for his treatment and support his family after he is diagnosed with late-stage cancer.

But she does oppose having action figures depicting the show's stars Walter White and Jesse Pinkman, complete with detachable sacks of cash and bags of crystal meth, appearing on the shelves of Toys R Us, and she has filed a petition to get the retailer to remove them, saying the store's core customers are children.

"While the show may be compelling viewing for adults, its violent content and celebration of the drug trade make this collection unsuitable to be sold alongside Barbie dolls and Disney characters," she wrote in a petition on Change org that calls upon the retailer to pull the merchandise.

In a statement, Wayne, N.J.-based Toys R Us told NBC News that "the product packaging clearly notes that the items are intended for ages 15 and up" and said the merchandise she mentions "are located in the adult action figure area of our stores." The Today show featured Schrivier on Sunday, and her objections have been making headlines since.

Toys R Us isn't the only retailer selling Breaking Bad merchandise. Other stores, including Walmart and Barnes & Noble, carry the action figures, and Time magazine notes that Walmart even sells a Breaking Bad teddy bear. But Schrivier objects to the items being in a toy store.

Bryan Cranston, the actor who played White, got in on the drama and tweeted a response Monday: "Florida mom petitions against Toys 'R Us over Breaking Bad action figures. I'm so mad, I'm burning my Florida Mom action figure in protest."

Cranston may have good reason to be miffed. Merchandise inspired by TV show characters is part of a licensing industry that brought in $121 billion in revenues last year, and it shows no signs of slowing down. A&E's Duck Dynasty merchandise was a hot property in 2013, while the Disney hit "Frozen" is expected to be big this year. Deals vary, but typically the manufacturers that license the products, the producers of the series (in this case that is Sony Pictures Television), the network, and the stars of the show get a cut of the royalties.

As of today, Schrivier's petition, which cites both Toys R Us and its "partner" Sony Pictures, has amassed 7,500 names. Her goal is 10,000.

After getting an MA in journalism from Syracuse University, Teresa worked as a general assignment newspaper reporter—general on purpose because besides the usual city hall and police articles, there was the chance to fly an F-18 with the Blue Angels and tag along with bounty hunters on a stakeout—all good preparation for covering entrepreneurs.