How would you modernize Santa? Does the stir created around Fashion Santa and Hipster Santa speak to an opportunity for retailers and brands to experiment with the fictional character in campaigns?

Interactive Edge’s CEO, Zel Bianco comments:

This may work in pockets on the East and West Coasts, but tweaking Santa will be at brands’ and retailers’ own peril. Some things just should not be played with. Perhaps making Santa less commercial may be just the tweak Christmas needs.

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