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The Hanukkah merch market has exploded. But are Jews feeling more represented?
(JTA) — It was early November when Nicholas Wymer-Santiago walked into his local Target in Austin, Texas, and realized it was beginning to feel a lot like Hanukkah.
Instead of an endcap with a limited array of Hanukkah basics, as he had seen in past years, there stretched out a whole aisle of holiday products: pillows; dreidel-shaped pet toys; window decals; menorahs in the shape of lions, corgis and whales; and so much more. Even the $5-and-under impulse-buys section filled with seasonal products had a supply of Hanukkah goods, including a Star of David-shaped bowl and a set of dishes labeled “sour cream” and “applesauce.”
“In a good way, it was overwhelming at first, because there’s so much and I kind of want to buy it all,” Wymer-Santiago recalled feeling as he stood in the holiday section, looking up at a large photograph of a Hanukkah celebration alongside others showcasing Christmas.
The higher education administrator at the University of Texas decided to limit himself, at first taking home just a tea towel and a matching mug printed with a Hanukkah motif.
“And then I came back twice, maybe three times and each time I bought more and more items that I know I probably don’t need,” he said. “I think I’ve just had so much excitement about the novelty of it all, and having the ability to purchase these items, many of which I’ve never seen before.”
Wymer-Santiago is hardly alone in loading his cart with Hanukkah merchandise. Across the United States, big-box stores appear to be stocking more Hanukkah products than ever — and while off-color items such as Hanukkah gnomes and “Oy to the World” dish towels have raised eyebrows, the real story might be that American retailers have decked their shelves with menorahs, tableware and other items that are appropriate, affordable and often downright tasteful.
For many American Jews, the result is a sense of inclusion at a time of unease — although some are wrestling with what it means to have access to a fast-fashion form of Judaica.
“It is very exciting to go into Target or Michaels or a Walmart and to see Hanukkah merchandise,” said Ariel Scheer Stein, an influencer who shares crafting and holiday content for Jewish families on Instagram, where she has more than 20,000 followers.
Social media influencers in Miami, New York City and Denver respond to the flood of Hanukkah products at their local Target shops in 2022. (Instagram/@jamwithjamie/@cupofjo)
“The feeling is almost like pride and like we’re being seen and represented,” Stein added. “In a sea of Christmas … it feels really great, even if it’s a much smaller representation, that the Jewish holiday is there also and the Jewish community is being acknowledged and represented.”
The idea that retailers have stocked up on Hanukkah goods to make Jews feel represented is tempting, but it’s probably not the only reason for a shift in the market, according to Russell Winer, deputy chair of the marketing department at New York University’s Stern School of Business. He said that while an endcap — the small set of shelves at the end of an aisle — might sometimes be given over for symbolic purposes, the devotion of an entire aisle at the busiest time of the year is purely a business decision.
“These stores are very sophisticated in what they put in them,” Winer said. “They’re not going to put stuff on the shelves, especially at the holidays, if they don’t think they’re going to sell.”
There are signs that the Hanukkah market might be much wider than the proportion of Americans who identify as Jewish, 2.5%, would suggest. Numerator, a respected consumer trends polling firm, found in a survey of 11,000 consumers conducted in January 2022 that 14% of respondents said they were “definitely” or “probably” celebrating Hanukkah this year, compared to 96% for Christmas. More than half of the Hanukkah celebrants said they expected to spend more than $50 on the holiday — suggesting that retailers can expect hundreds of millions of dollars in Hanukkah spending this year.
Part of that marketplace is the growing number of families in which Hanukkah is celebrated alongside other holidays, usually Christmas. Most American Jews who have married in the last decade have done so to people who are not Jewish, according to the 2020 Pew study of American Jews; most of them say they are raising their children exclusively or partly as Jews. They may want to have products that allow Hanukkah to share the stage equitably with the other celebrations in their family.
“I’m not terribly surprised from a cultural standpoint that there’s more merchandise,” said Winer, who is Jewish. He said he and his wife had purchased Hanukkah stockings for their grandchildren, who are being raised in two faith traditions. (Evangelical Christians and Messianics, those who adopt Jewish practices while believing in the divinity of Jesus, also represent an emerging market for Jewish ritual objects.)
Stein offered another theory to explain the uptick in interest in Hanukkah products: the fact that social media and Zoom meetings have made home lives more transparent than ever.
“The communal sharing of lives, whether you’re an influencer or even my friends on Facebook showing what their display is this year or taking a picture of a recipe they were really proud of, making latkes from scratch — there’s just more visibility than there has been in the past,” she said. “And that’s probably a factor.”
Whatever the reasons, shoppers are noticing. Like Stein and countless other Jewish influencers, Rabbi Yael Buechler, a devoted observer of Jewish consumer trends, has offered tours of Hanukkah merchandise to her social media followers. Wearing Hanukkah pajamas that she designed and sells, Buechler has posted 14 videos to TikTok showcasing the Hanukkah collections of national retailers and assigns each store a “yay” or “nay” based on several metrics, including whether items display accurate Hebrew or appear to be generic blue-and-white items being passed off as made for the holiday. The videos, which have been viewed hundreds of thousands of times, have given her a broad view of what’s available to the Hanukkah consumer.
Welcome to the second installment of Hanukkah merch: YAY or NAY? .@target edition .Items were rated by:If the product was beyond blue & white Correct Hebrew Whether the Hanukkiyah was kosher If the Hanukkah pun was goodWhether animal was Hanukkah punnable (i.e. Menorasaurus) .#hanukkahiscoming #hanukkahfails #hanukkahcountdown #hanukkahyayornay #yayornay #hanukkah2022 #targetfinds #hanukkahpresents #hanukkahpjs #hanukkahgifts #hanukkahcheck #chanukah2022
“I see a lot more products this year than any other year,” said Buechler, who works at a Jewish school outside New York City. “I see a lot of new prints. I see more creativity in the market. I see more humor in the market.”
Like Wymer-Santiago, Buechler said Target, which has 2,000 locations across the United States, stood out as offering the widest array of products and the lowest proportion of “fails,” or products that miss the mark religiously, culturally or aesthetically.
“They have really stepped it up,” Buechler said. “Target also carries the Nickelodeon ‘Rugrats’ Hanukkah sweatshirts that are just brilliant. … I would definitely say they get the biggest ‘yay’ for this year.”
Target, which has a track record of using inclusive imagery in its advertisements and in-store promotions, declined to answer questions about its offerings, including how much bigger its Hanukkah collection is this year than in the past and how widely the products for Jewish buyers have been distributed. But a spokesperson said the feeling Wymer-Santiago and Stein described after visiting their local stores is exactly what the company is trying to cultivate.
“Target is committed to creating an inclusive guest experience in which all guests feel represented,” the spokesperson wrote in an email. The spokesperson noted that Target’s Hanukkah assortment “was developed in collaboration with Jewish team members and input from our Jewish employee resource group” and crosses several of the retailer’s in-house brands.
One of those lines, Opalhouse by Jungalow, was created by a Jewish artist, Justina Blakeney. Last year, Blakeney’s first Hanukkah collection included plates and pillows, as well as a gold menorah shaped like a dove. This year, Blakeney added new pillow designs and a clay menorah.
Target’s website prominent promotes Hanukkah products, including from a house brand by a Jewish creator named Justina Blakeney. (Screenshot)
“If I could go back in time and tell elementary-school-aged Justina (or ‘Tina’ as I was called back then) that I would have a chance to design a Hanukkah collection for Target, I would have lost my mind,” she wrote in an October blog post revealing the collection.
Hanukkah goods have always been widely available through Jewish merchandisers and at synagogue bazaars — but those products have been available only to people who already engaged in Jewish communities. Amazon and other online retailers have increased access, but only for people who are hunting for Hanukkah supplies. A Hanukkah aisle at Target, in contrast, reaches the many Jews who may not already have robust holiday traditions.
Stein, who said she particularly regretted not snapping up a marble dreidel sculpture that quickly sold out at Target, said she saw only benefits in promoting major retailers’ Hanukkah offerings, even if doing so has made her something of an unpaid advertiser at times.
“Right now, especially with the rise of antisemitism, if there are ways that we can spur Jewish joy — and for me, that’s by sharing and inspiring people with different kinds of Hanukkah merch and home decor and jewelry — I think that’s great,” she said.
Not everyone is thrilled by the shift in the marketplace. The sweeping Hanukkah displays are drawing criticism from those who have long lamented that the American primacy of Christmas has caused Jews to focus too much on a minor holiday, while leaving holidays with more religious significance relatively uncelebrated.
“I think: What would it feel like to see a giant Shavuot display?” Wymer-Santiago said.
The fast-fashion aspect of the big-box retailers’ offerings, many of which are imported from China, also raises concerns about whether easy access to trendy Judaica comes at environmental and cultural costs.
“How about we don’t extract fossil fuels to make crap that no one needs and that makes Jewish communities less distinctive?” asked Dan Friedman, a writer and longtime climate activist, though he emphasized that systemic change, rather than tweaks to purchasing decisions by Jewish consumers, is needed to avert climate catastrophe.
For Buechler and others, the benefits of a mass-market Hanukkah merchandise boom outweigh any possible drawbacks.
“As a rabbi, I am all for anything that will make Hanukkah celebrations more engaging and potentially lengthen a family celebration,” said Buechler, who said her own collection had outgrown the four tubs it occupied several months ago, and that one of her favorite purchases was of a Hanukkah sweater for lizards that she bought for a friend’s guinea pig.
“I really do believe that owning different kinds of Hanukkah merch, whether apparel or otherwise, will increase the likelihood that a family will celebrate with friends with family for more nights than they would have last year,” she added.
Nicholas Wymer-Santiago takes a selfie showing off his menorah collection, mostly acquired at his local Target in Austin, Texas. (Courtesy of Wymer-Santiago)
Wymer-Santiago plans to celebrate the holiday with his family in Ohio, meaning that he will be leaving behind much of this year’s Target haul in his Austin apartment: the device that makes dreidel-shaped waffles, the window decals that advertise the holiday to passersby, the giant dreidel-shaped jar that he has filled with, well, dreidels. He said he planned to make room in his suitcase for at least one item: a $5 menorah that reminds him of his dog.
Wymer-Santiago said a piece of him worried that Target was taking advantage of his excitement about Jewish representation, the way it has been criticized for doing around LGBTQ Pride celebrations, to sell him stuff he doesn’t need.
“Every time I buy something from Target in general, but definitely for Hanukkah, I think about this,” he said. “But then I think: This thing is so cute. And I just need it.”
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A ‘deficit of courage’ killed the free press in Germany. Will American journalists find the courage to thwart Trump?
Paul Reusch was managing director of a major German industrial conglomerate known as GHH, whose holdings included Bavaria’s largest newspaper, the Münchner Neueste Nachrichten.
After two meetings with Adolf Hitler early in 1932, Reusch signed an agreement that the Munich broadsheet would refrain from “all unwarranted and personal attacks against Hitler and individual National Socialist leaders.”
One year later, Hitler lackeys were calling the shots in the newsroom, Jewish journalists had been forced out, and the newspaper was spewing hate propaganda.
The Third Reich brutally smashed free speech. Nearly a century later, it’s America’s Fourth Estate that is getting battered — by Donald Trump’s drive to muzzle his critics by exploiting the greed and hunger for power of corporate media executives.
Scott Pelley’s firing and the turmoil at CBS News are the freshest manifestations of this threat. But it’s been going on since the start of Trump’s second term — witness the craven settlements by ABC News and CBS News of frivolous lawsuits brought by Trump last year, his favored treatment of MAGA-aligned outlets, and his dehumanization of actual journalists.
“The news executives are acting as though, (if) we just placate Donald Trump we’ll get through this,” veteran TV journalist Jim Acosta said the other day in an interview on MS Now. “We have a deficit of courage and honor in this country right now and we need to get back to it.”
It was a deficit of courage that killed the free press in Weimar Germany. And like Paul Reusch, German media baron Alfred Hugenberg is a case study in corporate submission to authoritarianism.
Hugenberg was a steel executive, ultra-nationalist politician, and owner of some 50 provincial newspapers, of the Telegraph-Union wire service, as well as Ufa, the Third Reich’s largest producer of movies and newsreels. The Great Depression hollowed out Germany’s newspaper market, allowing Hugenberg to use his considerable capital to buy distressed papers and blanket the market with articles calling for an end to democracy.
Hitler’s Nazis and Hugenberg’s German National Peoples’ Party joined forces in 1931 in the Harzburg Front, an attempt to topple Chancellor Heinrich Brüning. Although the alliance ultimately unraveled, it brought huge financial contributions to the Nazis from German industrialists.
After Hitler came to power he struck rapidly to muzzle any dissent, either shutting down newspapers or taking them over to serve as cogs in the Nazis’ propaganda apparatus.
As America nears its 250th birthday, media turmoil is playing into the hands of Donald Trump’s authoritarian ambitions.
Trump’s obsession with silencing truth-writing journalists kicked into overdrive early in his second term, with his banning of The Associated Press, my former employer, from the Oval Office and from Air Force One, the Trump administration dictating who gets to be in the White House press pool, and giving preferential treatment to journalists who ask softball questions or can be relied on to make fawning statements about Trump’s grandiose ideas, as Trump’s personal insults toward journalists — mainly women — pile up in number and in viciousness.
What’s been happening at CBS News and Scott Pelley’s firing are warning signs of moves by Trump to take control of news media and suppress criticism of him. The drama started last summer with CBS’ parent company — Paramount — agreeing to pay Trump $16 million to settle a toothless lawsuit over the editing of a 60 Minutes interview with Kamala Harris. And then came approval by the FCC — led by Trump loyalist Brendan Carr — of Paramount’s merger with Skydance Media. No quid pro quo here!
David Ellison, the CEO of Paramount Skydance, hired Bari Weiss to lead CBS News. After firing a half-dozen top people at 60 Minutes, Weiss was accused by Pelley of “murdering” the vaunted TV news program and doing Trump’s bidding.
“My impression at the time was that she was putting a thumb on the scale on behalf of the administration. Constantly looking out for the views of the president,” Pelley said in an interview with The New York Times published this past Sunday.
Weiss and CBS News have denied Pelley’s allegations.
There’s more turmoil on the horizon — and more reason to fear the Trump administration will seek to deepen its influence on news operations.
This past February, Paramount Skydance and Warner Bros. Discovery signed an agreement for Paramount to acquire WBD for $110.9 billion, and WBD shareholders approved the merger. Whether the deal goes through is up to regulators. The Trump administration is eager to see Ellison, the son of Oracle CEO and Trump buddy Larry Ellison, calling the shots for CNN. Defense Secretary Pete Hegseth said a few months ago: “The sooner David Ellison takes over that network, the better.”
Ellison has said “editorial independence will absolutely be maintained” at CNN. But the purges at 60 Minutes are hardly reassuring. Jim Acosta maintains that the media conglomerate resulting from the merger of Paramount Skydance and Warner Bros. Discovery “will essentially act like a state media organization in support of Donald Trump.”
There are calls among journalists to show more support for each other, and to stand up to Trump when he personally attacks them. The optics at this year’s White House Correspondents Dinner weren’t great, with journalists giving a warm welcome to a man who regularly calls them “stupid,” “fake news,” “horrible,” “terrible,” among other insults. I wonder how they would have responded had a gunman not interrupted the proceedings and Trump gave a scathing speech about the assembled members of the Fourth Estate.
Acosta and other journalists are urging their colleagues — as well as news executives — to show more backbone.
“They (the Trump administration) are trying to put together a state-dominated media system in this country. And it has to be stopped,” Acosta said.
“There are a lot of journalists who can do something about it, and a lot of corporate executives who can do something about it. “
Acosta is not wrong.
Journalists working in the Third Reich were a mixed bag of Nazi fanatics, sycophants, opportunists, and career professionals who may have felt queasy about collaborating with the Nazis but kept quiet about it.
Resistance could have fatal consequences. Fritz Gerlich, editor of the Munich-based newspaper Der gerade Weg (The Straight Path), was murdered at Dachau. Erwein von Aretin, political editor at the Münchner Neueste Nachrichten, was also hauled off to Dachau, but survived. Editors and reporters at the Münchener Post, a pro-democracy newspaper owned by the Social Democrats, were rounded up, jailed, and after their release ostracized and forced to live in penury, a story I tell in my book Enemy of The People: The Munich Post and The Journalists Who Opposed Hitler.
German journalists never put up any serious resistance to Hitler’s suppression of the free press at least partly because most of the populace had turned against democracy.
American journalists are in a different situation, one far less perilous than that of their German colleagues. They might lose access to administration officials by standing up to Trump, perhaps forfeit their seat at press conferences to MAGA media, be banished from Air Force One, suffer juvenile insults from Trump, or anger their corporate bosses.
But today’s journalists need to ask themselves this: Isn’t standing up for democracy worth more than a seat in the briefing room?
While interviewing Trump on Meet The Press this past Sunday, Kristen Welker showed how it should be done, persisting in holding Trump to account. When Welker challenged Trump’s claims of election rigging by Democrats, he exploded.
“We’re like a Third World country,” he yelled at Welker. “Your elections are crooked. And you’re crooked, and Meet the Press is crooked, and so is ABC and CBS and CNN.” Red-faced, Trump stood up and stormed out
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YiddishPOP can bring more diversity to American Jewish education
Every Sunday morning, a group of families in Stockholm, Sweden, meets in a local school to create handicrafts, do gymnastics — and learn Yiddish.
Katka Mazurczak, the instructor of this grassroots group called The Yiddish Club, told me that the families seem to really enjoy the weekly Yiddish immersion. One of the resources she uses is YiddishPOP, a free online animated and game-based learning tool that features short episodes about a young teenager named Nomi, her robot sidekick Moby and her friends.
I’ve known about YiddishPOP for years and often share its videos with my grandchildren. The episodes cover topics that are familiar and easy for children to relate to. In one, a friend of Nomi’s finally scores a basket. In another, Nomi and Moby laugh as they look at their comical reflections in funhouse mirrors.
Each story is accompanied by a video clip presenting the new vocabulary and grammar, interactive games and a multiple choice quiz.
“Children love YiddishPOP,” said Mazurczak, who also uses the program when teaching kids in more formal school settings like the Stockholm Jewish Hillel School, known as Hillelskolan. “It has captivating graphics, clear speech and the movie goes at a good pace. Some episodes are really funny and kids laugh out loud.”
Part of the appeal of YiddishPOP, particularly for beginners, lies in Moby’s slapstick antics. I too find myself laughing during those scenes.
In a time when seeking diversity has become a main focus in schools across America, Jewish educators might want to consider introducing young students to the multi-faceted language and culture of Ashkenazic Jewry, using a contemporary language learning tool like YiddishPOP.
Teaching the Yiddish language through animation and interactive games helps it come alive for children, depicting it as a natural, even cool way to express Jewish identity, rather than stereotypically sending the language to the dustbin of history.
One school that has tried out YiddishPOP is the Krieger Schechter Day School in Baltimore, MD. When the school piloted the program with its third-grade class last year, the director of the lower school, Toby Kaplowitz, was impressed.
“Though students had just four sessions, they were truly engaged and walked away with both a sense of the language and an appreciation for its connection to their Jewish learning,” Kaplowitz wrote in an email. Krieger plans to continue using YiddishPOP with these same students, as they transition to fourth grade.
Last year, YiddishPOP began distributing $500 microgrants to help teachers and parents bring the Yiddish program to schools. Dana Yudovich Katz, a teacher at Kehillah High — a supplemental program for students in grades 8–12, run by the Jewish Federation of Greater Houston — was the first recipient. She added YiddishPOP to a course she had initiated with the teens called TAM: A Taste of Yiddish Language and Culture. Tam is Yiddish for “flavor.”
Most of the students came away from using YiddishPOP with a positive feeling towards the language. As one student in Yudovich Katz’s class told her: “The film was good at using the words in a way I could understand because it was just slow enough.”
The YiddishPOP team is now working on teacher materials that will make it easier for people without a background in Yiddish or language teaching to use YiddishPOP. Teachers and school administrators who’d like to apply for a YiddishPOP microgrant can do so here until July 31.
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UK Jewish leaders demand answers after Muslim police group paper calls Zionism a form of hatred
(JTA) — British Jewish groups say they are alarmed about revelations that a fraternal society for Muslim police officers published a policy paper that described Zionism as a form of anti-Muslim hatred and called the Israeli army a “Zionist terrorist group.”
The Board of Deputies of British Jews called the paper posted by the National Association of Muslim Police “disturbing” in its presentation of Jewish identity, history and the nature of antisemitism.
“If this is being circulated among officers, it poses a direct challenge to the integrity of policing and it should be withdrawn immediately,” the group said.
NAMP has distanced itself from the report and, in a statement, rejected any allegation that the group “supports Hamas.”
The 39-page paper titled “From Past Prejudices to Present Policies: Confronting anti-Muslim hatred and Promoting Human Rights,” was written by NAMP’s then-vice president, Khaldoun Kabbani, and published in July 2025. It says “Zionism represents one of the manifestations of anti-Muslim hatred”; likens the war in Gaza to the Holocaust; and disputes facts about Hamas’ Oct. 7, 2023, attack on Israel, including that Israeli children were killed.
The Spectator, a right-wing British newspaper, drew attention to the report in a piece published on Friday that said the report illuminated “the disturbing truth about the National Association of Muslim Police.” The group has a formal affiliation with 16 of 43 police departments in the U.K. and says it represents more than 20,000 officers.
Kabbani, a forensics officer, was briefly the chair of the Scottish Muslim Police Association but planned to move abroad after retiring earlier this year, according to a post by the group on LinkedIn.
The revelation of the NAMP report comes at a time of heightened tension over policing in the U.K., amid both a surge in anti-Jewish crimes and a renewed uproar over a December murder that has fueled allegations of “two-tier policing” that treats some victims differently from others. The Spectator referenced the victim, Henry Nowak, in the column about NAMP.
The NAMP report has spurred distress for many British Jews who are on edge amid a string of violent incidents targeting Jewish communities. The Campaign Against Antisemitism, a watchdog group, said its polling shows that 83% of British Jews do not think the police are doing enough to protect them — and that the report suggested their concerns were well founded.
“The people responsible for publishing this extremist screed on the official police.uk web domain are unfit to be police officers and must be immediately investigated by their respective forces’ professional standards departments and dismissed,” Steven Silverman, CAM’s director of investigations and enforcement, said in a statement.
“British Jews have long suffered two-tier policing that sees antisemitic crime go unpunished,” he said, adding that CAM would press the British government “ensure a clear message is being sent. This cannot pass with the document being quietly deleted.”
The report was removed from NAMP’s website over the weekend. The group distanced itself from the report in a statement published on Tuesday, saying that it had removed the report “immediately” after learning about its existence and emphasizing that the author was “no longer associated” with NAMP.
“We understand that the publication of this document has affected several communities, and we regret any concern, discomfort, or misunderstanding it may have caused,” the group said.
It added, “NAMP categorically does not ‘defend’ Hamas or any other proscribed organisation. We condemn all forms of terrorism and extremism.”
The document is “deeply troubling,” a spokesperson for the Jewish Leadership Council, which coordinates British Jewish groups, said in a statement.
“This document appears to falsely associate an ideology held by the majority of Jewish people as a threat to Muslims. It also engages in deeply troubling Holocaust inversion and denial of some of the worst atrocities carried out by Hamas on October 7th,” the spokesperson said. “At a time of rising antisemitism including violent attacks on British Jews, this document further threatens community cohesion and police forces should be clear in distancing themselves from it.”
The Board of Deputies of British Jews said it plans to speak with the “relevant” government and police departments to discover the paper’s provenance, how it’s being used and “how to ensure that the valued relationships of trust between British Jews and the police are not being undermined.”
The Metropolitan Police of London, the largest police department in the U.K. and a formal NAMP affiliate, declined to comment on the report. The department has recently stepped up policing in Jewish communities in an effort to stem antisemitic violence.
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