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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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Why is this chef opening a kosher Israeli restaurant in LA right now?
How do you explain Malka, the new kosher Israeli restaurant in Beverly Hills?
I’m not talking about the food — I haven’t eaten there yet — I’m talking about the fact that it’s opening at all. Why would Eyal Shani — many of whose restaurants worldwide have faced protests, vandalism and physical attacks — dare to open another restaurant at this particularly fraught time?
“The whole situation is leading me to open more, more, more,” Shani told me when we met last week. “That is my reaction as a Jewish man. If they are trying to kill you, you should make a lot of children. And these are my children.”
We were sitting in the empty restaurant on the ground floor of the boutique SIXTY Hotel. Shani, who is 67, wore a T-shirt and dark khakis. With his stubbly beard and unruly gray hair, he could pass for an intense, very post-grad philosophy major. He put a plate of farmers market green grapes between us.
The night before, at a pre-opening event for journalists, influencers and, it seemed, models, the same space was packed. Piles of fresh raw vegetables — a Shani signature — filled the long bar counter along with perfect rectangles of toasted focaccia topped with either steak tartare or smoky eggplant caviar. The crowd swelled, the music blared, trays of mojitos and palomas disappeared. It was signature Shani — a frolic of nature, noise and Israeli food.
Now, the large, modern space — a rare high-end restaurant in Los Angeles’ ever-struggling kosher restaurant scene — was quiet. Shani leaned back into an earth-toned banquette and reflected for a moment on how those two words, “Israeli food,” have become so toxic, especially following Oct. 7.
Demonstrators accuse Israeli chefs of passing Palestinian food off as Israeli and of being complicit in their government’s actions. Shani’s business partner, Shahar Segal, did engage in marketing work with the Gaza Humanitarian Foundation, the controversial U.S.-Israeli organization established to feed Gazans. But Israeli restaurants around the world with no such involvements have faced similar protests, as have Jewish-owned restaurants with no ties to Israel.
Malka’s opening follows the closure of Shani’s restaurants Miznon in Melbourne and Gila & Nancy in Berlin, both targeted by mobs chanting anti-Israel slogans.
The rioters in Melbourne entered MIznon, threw chairs, chanted “Death to the IDF!” and only stopped when the two owners of a nearby pizza place — both Lebanese — confronted them.
“In the end, they succeeded to kill the restaurant,” Shani said. “They almost killed our staff there.”
Shani happened to be at the restaurant in Berlin when dozens of protesters surrounded it, shouting, “Stop feeding genocide!”
He raced into the kitchen, put together some food platters and went outside to offer the demonstrators the opportunity to eat and talk.
“They didn’t want to eat,” he said. To them, he added, “Eating from an Israeli is like eating from Satan.”
Shani rejected the charge commonly leveled at Israeli chefs — that they have stolen Palestinian foods and recast them as Israeli.

“I always declare that I took a lot of inspiration from the Palestinians,” he said.
In 1989, Shani opened his first restaurant, Oceanus in Jerusalem. He was 29 and, he said, he knew nothing about food except that he loved bringing people together around it. He wanted to make something like the fresh focaccia an Italian Jewish neighbor once served him. The closest thing to it was the Arabic laffa Shani would buy from a closet-sized bakery in West Jerusalem.
“I had a cook, a Palestinian man from Hebron, a very talented man,” Shani said. “I loved him. He said, ‘Eyal, no problem, my grandmother makes it every day.’ He showed me.”
Shani brushed the finished bread with olive oil and showered it with fresh rosemary.
I told Shani that I ate at the now-closed Oceanus at the tim and to this day remember being served, when we sat down, fragrant sheets of his focaccia-laffa.
“It was a hybrid,” Shani said, “Palestinian, Italian and new Israeli. Each one is getting influenced by the other. You can’t do it with just one brain.”
Malka, a strictly kosher restaurant, presents a different kind of challenge to Shani, who is not an observant Jew. His Michelin-starred Manhattan restaurant Shmone offers, for instance, “A mountain of grilled calamari, okra, tomatoes and yogurt.”
But the chef who turned flour, yeast and water into a hybrid Palestinian-Israeli-Italian flatbread revels in facing constraints like kashrut.
“Each culture leads with its limitations,” he said. “These limitations are a blessing — they’re shaping your creation.”
The kosher stricture against cooking meat together with dairy products didn’t faze him.
“Take me off dairy, put a beautiful bottle of olive oil in front of me — what are the limitations?” he said. “And if there would be no olive oil anymore in the world, I would quit, I would not cook.”
Beyond the kitchen, Shani said he wanted to reach more Israelis with his food. About 70% of Israelis are strictly kosher or prefer it.
“So how can it be that we’re only cooking for the hipsters in Tel Aviv?” Shani said. “It’s unfair.”
The marketplace has rewarded Shani’s ability to combine local ingredients and techniques with creativity and showmanship. The chef has around 70 restaurants — neither he nor his publicist knew the exact number — including Malka’s in Tel Aviv, Miami and New York.
And the backlash isn’t close to stopping him. Shani just announced a new restaurant project in, yes, Melbourne.
“It doesn’t make me frightened,” he said. “It’s the way my personality reacts. I think it’s the instinct of survival. You just keep going.”
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An unvarnished look at Polish Hasidic life before the Holocaust
In the decades before the Holocaust, Warsaw still teemed with Hasidim. Muranowska Street was virtually lined with shtiblekh (prayer and study houses), each with its own dynastic affiliation. But one day, a young man established a new shop on the street and brazenly kept it open on the Sabbath. Modernity had arrived.
Some Hasidim didn’t seem too concerned. As we read in the new English translation of Yechiel Hofer’s Hasidic Warsaw: Reb Zalmen and the Aleksander Shtibl, the protagonist, Reb Zalman, dismissed the whole scandal. The Sabbath, he shrugged, was simply too holy to be violated by people so unworthy. And in truth, Warsaw’s Hasidic enclaves continued to thrive, albeit in a more concentrated form.
Most Yiddish authors assumed the inevitable demise of Jewish tradition. In story after story, we read about pious, aging parents watching helplessly as their sons and daughters reject their ancestors’ ways to become Zionists, revolutionaries, assimilationists and, of course, Yiddish writers. Nobody, it seemed, could hold back the tide of progress.
But many interwar Polish Hasidic leaders were actually galvanized by the challenge of secularization. They launched ambitious, transnational fundraising initiatives, refurbished thousands of heders [traditional primary schools], and built hundreds of Hasidic yeshivas and Bais Yaakov girls’ schools. And as Hofer’s book shows, their shtiblekh recovered and proliferated down to the bitter end.
Hasidic Warsaw is one of the few works of modern Yiddish literature to present Hasidism as something other than moribund. Reminiscent of I.B. Singer’s In My Father’s Court, but more gracious, Hofer’s stories bring us into one corner of this impossibly thriving world: a Warsaw shtibl attended by followers of the Aleksander Rebbe. Reb Zalman, an irritable luftmensch (unemployed dreamer), is the shtibl’s most zealous member and the Hofer family’s most frequent Sabbath guest.
Reb Zalman’s pauper’s arrogance exasperates even his fellow Hasidim, who cannot resist pranking him. They appoint him “Purim Rabbi,” ply him with liquor, and get him to accept bribes. They lure him out of his Hasidic enclave to experience Gentile taunts and glares. Some try to help him gain a livelihood, but he proudly self-sabotages. Their most lucrative scheme, a tavern in the shtibl, fails because Reb Zalman decides to give all the liquor away.
Then there is Reb Zalman’s misogyny. He disdains his kind host, Hofer’s mother, who is “strictly observant, pious and indeed a Hasid in her own right.” She tactfully challenges his prejudices by recounting stories of her Grandmother Brayndl, a passionate follower of a Hasidic group called the Porisover Hasidim, who used to travel regularly to see the Rebbe, Reb Yankev Hersh [and] was deeply respected at the Rebbe’s court.” Yet Reb Zalman scoffs at even the most revered Hasidic women.
Hofer, in short, doesn’t romanticize interwar Hasidism. But he doesn’t dismiss it either. His family’s Sabbath table, he writes, provided even the ungrateful poor with a slice of Heaven. In the Aleksander shtibl, “deep seriousness combined with high-minded joy reigned.” Reb Zalman’s gift for quirky storytelling almost redeemed him in Hofer’s eyes.
Jonathan Boyarin is among the few scholars able to grasp not only the external, quantitative significance of the Polish Hasidic shtibl but its inner life: imperfect men swaying in prayer, chants, and study, occasionally halting to make a toast with vodka and herring or recount another edifying story. Yet Boyarin remains deeply attuned to Hofer’s gentle irony.
Hasidic Warsaw, with its multitude of stories-within-stories, is in a sense a work of collective authorship. We behold a community of storytellers constantly striving to make each other better by means of humorous, cautionary tales. Secularist Yiddish writers drew liberally from such stories, stylizing and serializing them to great acclaim while assuming the demise of the very movement that sustained them. But only physical annihilation could do that.
The reader of Hasidic Warsaw is left with a deep sense of loss. Without storytelling, how can we hope to regain that kind of connectedness? How can future Jewish literature emerge as easily and naturally? In honoring the art of storytelling, Hasidic Warsaw reminds us of yet another world that was lost in the Holocaust.
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Peter Lorre, decades after ‘Casablanca,’ is the breakout star of ‘Coyote Vs. Acme’
The character actor Peter Lorre died in 1964. The doctor Peter Lorre is alive, quite possibly immortal and has never looked better.
In Coyote Vs. Acme, the long-awaited legal comedy in which Wile E. Coyote sues the mega-corporation behind all his contraption needs for decades of grievous injury, the Good Doctor is seen smuggling evidence outside of Acme labs. Soon thereafter, the company’s security forces him to step into a black hole in the ground that is then rolled up like an old carpet.
As a man who knows too much, he’s a threat to the business.
If it seems strange that the Hungarian-born Jewish performer known for his turn as a child murderer in M and black market peddler Ugarte in Casablanca should be revived as a whistleblower, you may be forgetting his earlier appearances in the Looney canon.
The first was as himself, voiced by Mel Blanc, sitting with a crowd of celebs in Ciro’s nightclub and admiring an oversized bubble covering up a burlesque performer. That short from 1941 scans as uncomfortably close to the house style of the Der Stürmer cartoonists. In subsequent episodes, Lorre was caricatured as a mad scientist, though shrunk down considerably even as his role grew.
In Hair-Raising Hare, Dr. Lorre lures Bugs Bunny into his castle in the hopes of feeding him to the gargantuan red monster Gossamer. (A flashing neon sign on his lair indicates that he is an “Evil Scientist.”) Bugs gets the upper hand by providing a manicure to the tennis-shoed behemoth, jousting him into a tin can and ultimately spooking him by drawing his attention to the fourth wall.
When Daffy Duck tricks his way into Lorre’s suburban home in Birth of a Notion, the diminutive doc tries through a series of booby traps to recover his wishbone for a science experiment. (Stan Freberg voices Lorre in this one.) When Daffy manages his escape, Lorre’s eyes turn toward his dog, Leopold, prompting the pooch to make his exit.
In these treatments Lorre is a lonely, depressive psychopath of the sort Lorre excelled at playing. His revival for 2003’s Looney Tunes: Back in Action reimagined him as a different sort of villain: an underling for the Acme Corporation.
What Coyote Vs. Acme does is revolutionary not just for exploring the liability implications of cartoon case law, but for the redemption it offers Lorre, a kind of fitting tribute to a Hollywood legend whose life and career was cut tragically short by chronic pain and addiction.
This Lorre, who’s had a bit of a glow-up, sacrifices himself to sound the alarm for Acme’s evil R&D methods. It’s an apt arc for a refugee from Nazi Germany, among whose most recognizable work is his role in perhaps the greatest anti-fascist film of all time. While Ugarte takes advantage of refugees desperate for exit visas in Casablanca, the real Lorre helped many flee Europe ahead of World War II, just as cartoon Lorre works on behalf of his fellow toons. (His role as a complicit scientist also recalls his lone directorial effort, The Lost One, in which he plays a Nazi chemist haunted by the war.)
Coyote Vs. Acme’s Lorre also plays piano — not with a disembodied hand — and is revealed to be in a long-lasting — 80-plus years! — marriage with Tweety’s doting owner Granny.
With the film marking the largest-ever opening for Ketchup Entertainment, which snagged the distribution rights after Warner Bros opted to ditch the flick for a tax write-off, it’s too soon to tell if it will herald a Looney Tunes renaissance. However it shakes out, it has singlehandedly upped Peter Lorre representation in the films of 2026.
For those who don’t despise him — or who give him any thought — that’s victory enough.
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