Connect with us

RSS

How a Jewish educator took the Hanukkah llama from TJ Maxx meme to teachable moment

(JTA) — For years, the Hanukkah llama has been a corny cliche that skeptics of the big-box Hanukkah industrial complex love to hate.

What does a South American animal have to do with a holiday commemorating a Jewish miracle in the Middle East? Is a not-quite rhyme enough to justify “Happy Llamakah” sweaters and socks? Just why are the aisles of TJ Maxx and other stores hawking holiday merchandise filled with Hanukkah llama items, alongside “Oy to the World” dish towels and gnomes decked out in blue and white?

“Llamas are particularly adorable, and they’re easy to dress up in Hanukkah fashion, whether it’s sweaters or scarves, or kippot,” offered Rabbi Yael Buechler, a designer of Jewish holiday merchandise and a keen observer of the Jewish marketplace,  as a reason for the enduring and befuddling mashup. “And they also have wide backs, so that serves as great storage space for dreidels, hanukkiot.”

In 2020, the trend expanded to include a picture book about a family of llamas celebrating Hanukkah written by a Jewish children’s book author. And now, for the first time, a professional Jewish educator has given the Hanukkah llama a deeply Jewish backstory, in an effort to endow a kitschy character with substance.

“I think a lot about what engages learners and how we engage learners,” said Sara Beth Berman, the author of a 32-page miniature book released last month by Hachette Press. “And so taking a piece of the zeitgeist and attaching it to a story that is meaningful, I think is great.”

Berman was recruited to add a story to a toy that lacked one. The team at Running Press Minis, a division of Hachette Book Group, was gearing up to create the company’s first Hanukkah product in more than two decades.

Running Press puts out tiny “kits” — a toy and a companion text — that make for ideal gifts. The company has put out multiple Christmas kits, and even a “holiday armadillo,” a reference to the “Friends” episode where Ross Geller is dismayed not to find Hanukkah costumes to make the holiday more interesting for his son, who is mesmerized by Christmas. But since “The Little Book of Hanukkah” in 2000, which predated the toy pairing, Running Press hadn’t tackled Hanukkah.

The company knew it wanted to produce a tiny llama with an accompanying book, but it didn’t have an author lined up. Jordana Hawkins, Running Press’ licensing manager, was friendly with Berman’s husband, knew her reputation as an educator and reached out.

“I wanted a Jewish writer to write it and she has a really great sense of humor,” Hawkins told JTA. “She has a really great style and she’s a great writer. And I thought she would be a great fit for it.”

The book is a modern retelling of the Hanukkah story, with Lex Lexabee, the “llama constabulary” of Jerusalem who is acquainted with Mattathias and his sons, including Judah Maccabee, the hero of the Hanukkah story. Lex wears sunglasses, a menorah throw blanket, a blue winter hat, and a scarf with yellow pompoms. Judah Maccabee is the leader of the “Holy Llamas of Jerusalem” — a city that, in this version of the story — is surrounded by snow-capped mountaintops. The story begins in 168 B.C.E., when the Syrian Goat Greeks, led by the mountain goat version of King Antiochus, take over the holy llamas’ place of worship, the Holy Temple of Jerusalem.

Berman, the director of youth and family education at New York’s Temple Shaaray Tefila, was determined to pack seriousness into a 32-page, 3-inch book meant as a gag gift. She was particularly determined to show readers how Jews count time, by introducing, from the very beginning of the book, the years in BCE, and not the Christian BC.

“In Jewish academia, calling it ‘Before the Common Era’ and ‘Common Era’ is the way,” Berman explained. “But most of the people who are like, ‘Oh look, a Hanukkah llama’ — the vast majority of the population isn’t familiar with how academics talk about how our calendar works. So I was really nerdily excited to get that in the book.”

Berman also uses the actual story to explain the “shamash,” the word used for the “helper” candle of the menorah, when Lex officially becomes Lex Lexabee as he turns into Judah Maccabee’s “number one support llama” during the fight to take back the Temple.

The book includes Hanukkah songs and activities, but no blessings. And the accompanying figurine plays one of those songs aloud to what the company says is “a toe-tapping beat.”

“I want people to experience Judaism through joy when they can,” Berman said. “The more joy the merrier. I want Jewish people to feel seen and if this is a small way that people manage their feelings around the holiday season, I’m glad to be a positive part of it.”

For Buechler, just knowing that a seasoned Jewish educator had a hand in the kind of product she might otherwise shake her head about is exciting.

“What we’re seeing here is a Jewish educator authoring a book and a mainstream Hanukkah toy. And that’s significant, because it marks a new model for Hanukkah merchandise,” Buechler said. “This is a new path towards bringing modern merchandise that is well-educated into the Hanukkah market.”


The post How a Jewish educator took the Hanukkah llama from TJ Maxx meme to teachable moment appeared first on Jewish Telegraphic Agency.

Continue Reading
Click to comment

You must be logged in to post a comment Login

Leave a Reply

RSS

Entire Families Killed in Syria’s Military Crackdown, UN Says

A man inspects a damaged car in Latakia, after hundreds were reportedly killed in some of the deadliest violence in 13 years of civil war, pitting loyalists of deposed President Bashar al-Assad against the country’s new Islamist rulers, Syria, March 9, 2025. Photo: REUTERS/Haidar Mustafa

Entire families including women and children were killed in Syria’s coastal region as part of a series of sectarian killings by the army against an insurgency by Bashar al-Assad loyalists, the UN human rights office said on Tuesday.

Pressure has been growing on Syria’s Islamist-led government to investigate after reports by a war monitor of the killing of hundreds of civilians in villages where the majority of the population were members of Assad’s minority Alawite sect.

“In a number of extremely disturbing instances, entire families – including women, children, and individuals hors de combat – were killed, with predominantly Alawite cities and villages targeted in particular,” UN human rights office spokesperson Thameen Al-Kheetan said, using a French term for those incapable of fighting.

So far, the UN human rights office has documented the killing of 111 civilians and expects the real toll to be significantly higher, Al-Kheetan told a Geneva press briefing. Of those, 90 were men; 18 were women; and three were children, he added.

“Many of the cases documented were of summary executions. They appear to have been carried out on a sectarian basis,” Al-Kheetan told reporters. In some cases, men were shot dead in front of their families, he said, citing testimonies from survivors.

UN human rights chief Volker Turk welcomed an announcement by Syria’s Islamist-led government to create an accountability committee and called for those investigations to be prompt, thorough, independent, and impartial, the spokesperson added.

The post Entire Families Killed in Syria’s Military Crackdown, UN Says first appeared on Algemeiner.com.

Continue Reading

RSS

The Western World Refuses to See the Truth About Syria, the Palestinians, and the Middle East

Rebel fighters holds weapons at the Citadel of Aleppo, after Syrian rebels announced that they have ousted Bashar al-Assad, in Aleppo, Syria, Dec. 9, 2024. Photo: REUTERS/Karam al-Masri

Anyone who believed that Syria’s new leader — trading his military uniform for a tailored suit — represented a fresh hope for the Middle East has recently come to a sobering realization: the sea remains the same, the mountains remain unchanged, and the Middle East does not transform overnight.

The harrowing images emerging from Syria lay bare a grim reality. The forces of Abu Mohammad al-Julani, ideological heirs of ISIS, are humiliating, beating, and slaughtering members of the Alawite minority, which until recently ruled the country. As expected, the world — including the United Nations — maintains its usual silence, as long as Israel is not directly involved.

The harsh reality is that Syria has never truly been a sovereign nation. It has always been an open battlefield where global powers, terrorist organizations, and sectarian factions compete to establish facts on the ground. Russia, Iran, and Turkey all vie for influence, while the Alawites find themselves mercilessly hunted, after inflicting mass violence for the decades that they ruled the country.

Like Iraq, Lebanon, and many other Middle Eastern states, Syria was never a unified nation but rather a patchwork of sects, religions, and ethnic groups forcibly bound together by oppressive regimes. The notion of a “Palestinian people” was similarly born out of political circumstances rather than historical continuity or a cohesive identity. As history has demonstrated, those identified as “Palestinians” in the modern era originated from various other regions — Egypt, Syria, Saudi Arabia, and beyond. The struggle over Palestinian identity arose from an anti-Zionist political necessity rather than a deep-rooted historical reality.

Today, if someone were to quote former Israeli Prime Minister Golda Meir’s 1970s assertion that “there is no such thing as a Palestinian people”, they would be labeled as delusional, ultra-right-wing, or even messianic — or all of the above. Yet this famous statement, attributed to a leader of Israel’s leftist establishment, aligns directly with the contemporary reality in Syria. There are tribes, sects, economic and religious interests — but no “nation” in the Western sense of the term.

The shifting realities in Syria and the broader political developments in the region compel us to reconsider the terms we use — “nations”, “states”, “peoples” — which do not always apply to the Middle East in the same way they do in Europe or the United States. The events in Syria are yet another testament to the deep ethnic and religious rifts that prevent the emergence of a united nation — just as we have seen before in Lebanon, Iraq, and other artificially constructed states.

This illusion continues to shatter in fire, blood, and destruction – -yet many still refuse to see the truth. Those who ignore it will inevitably find themselves staring at new ruins, as history continues to dictate the rules of the Middle Eastern game.

Itamar Tzur is the author of The Invention of the Palestinian Narrative and an Israeli scholar specializing in Middle Eastern history. He holds a Bachelor’s degree with honors in Jewish History and a Master’s degree with honors in Middle Eastern studies. As a senior member of the “Forum Kedem for Middle Eastern Studies and Public Diplomacy,” he leverages his academic expertise to deepen understanding of regional dynamics and historical contexts.

The post The Western World Refuses to See the Truth About Syria, the Palestinians, and the Middle East first appeared on Algemeiner.com.

Continue Reading

RSS

In Order to Fight the Anti-Zionist Narrative on Campus, We Must Engage — Not Blackball

More than 200 Brown University students gathered outside University Hall where roughly 40 students sat inside demanding the school divest from weapons manufacturers amid the Israel-Hamas war. Photo: Amy Russo / USA TODAY NETWORK via Reuters Connect

Last month, I attended the “Non-Zionist Jewish Traditions” conference hosted by the Cogut Institute for the Humanities at Brown University.

The conference consisted of five panels and two roundtable discussions across two days. While I did not experience the full program, the combined four hours I spent at the conference provided me with an eye-opening window into the world of anti-Zionist academia and the danger of echo chambers.

I remain convinced that to pursue truth and not ideology, anti-Zionist and Zionist academics must seriously engage with counter-narratives.

Before the conference, I naively believed that the event would simply examine the fascinating stories of non-Zionist Jews through history. What I instead saw was an extreme portrayal of Israel as the pinnacle of evil in the world. Though I’ve encountered this position amongst my peers at protests, I have never heard it so explicitly stated by faculty members.

During the final panel titled “Roundtable: Anti-Zionism, Anti-Semitism and the Stakes of the Debate,” one professor of Palestinian studies at Brown remarked that “Global Israel” has become the north star of the rise of fascism. The room responded to this proclamation with head nods and snaps.

Someone else asserted “that in order to pursue a liberatory imagination of what it means to be a Jew, the first move is to become an Anti-Zionist,” a questionable characterization from someone who is not themselves Jewish.

I am wary of mischaracterizing this gathering as monolithic, given that the conference was open to everyone — apparently, some attendees identified as liberal Zionists. However, the anti-Zionist perspective monopolized the discussions that I attended. The characterization of Zionism as inherently racist and genocidal went unchallenged, creating a hostile environment for anyone inclined to “own up” to their Zionism, even if it included fierce criticism of contemporary Israeli policy. This hostility became clear to me during a question I posed about antisemitism.

During the same panel, the speakers discussed how the pro-Israel lobby suppresses anti-Zionist speech, especially at universities. While I agree that some Zionist groups mischaracterize any criticism of Israel as antisemitic, I also know that antisemitism is often part and parcel of anti-Zionist activity. In response to the panelists’ points about free speech, I asked: How should administrators engage with the real concerns on behalf of Jewish students that anti-Zionist protests are often entangled with antisemitism? When I finished my question, many in the room laughed, and one of the panelists audibly scoffed.

This conference highlights the ever-deepening polarization surrounding conversations about Zionism and Israel. Professors did not merely criticize the Jewish State, they attacked the founders of Zionism and their adherents as genocidal, Jewish supremacists.

The issue with this conference was not that academics spoke vehemently against Zionism, but rather that no voices offered opposing perspectives. Brown is not lacking in Zionist professors, particularly in our outstanding Judaic Studies department, yet none of them were present at the event. Whether their absence is attributable to themselves or that of the conference organizers, I cannot know. But it was an absence that I felt poignantly.

The Cogut Institute received more than 1,500 emails in protest of the conference. Although many Zionist students and alumni pressured the administration to cancel the event, this would have been a mistake. Counteracting extreme distortions of Zionism does not require shutting down conferences. After all, suppressing false and skewed narratives does not eliminate the beliefs underlying them, and restricting the free exchange of ideas contradicts the University’s epistemic mission. An honest pursuit of truth demands that we allow for the expression of ideas that might be perceived by some as uncomfortable or even dangerous.

When I attended the “Non-Zionist Jewish Traditions” conference, I stepped into an echo chamber. Though I do not expect Zionist professors to sway their fellow academics, their mere presence at a conference like this would signify that anti-Zionism is not a mandate within the academy. If our mission is to examine Zionism, non-Zionism and anti-Zionism in a rigorous, academic manner, it is imperative to include professors who do not consider Zionism a fundamentally fascist, genocidal, and Jewish supremacist movement, and who are willing to speak to this effect.

I am thankful that those who sought to cancel the conference failed; I am also hopeful that next time around, such gatherings will resemble more of a scholarly dialectic than a party convention.

Maya Rackoff is a senior at Brown University majoring in History. She plans to move to Israel in September for a master’s degree in Security and Diplomacy at Tel Aviv University

The post In Order to Fight the Anti-Zionist Narrative on Campus, We Must Engage — Not Blackball first appeared on Algemeiner.com.

Continue Reading

Copyright © 2017 - 2023 Jewish Post & News