In England at the moment we have one for organic yogurt. It's about looking after your inner self as well as your outer body. Anyhow the inner self is this little blue furry teddy thing, a dwalf is inside, but anyhow the bloke who looks after his inner self takes it for walks, reads to it and at the end feeds it this yogurt which has "friendly bacteria" in it and the furry dude has it all over his mouth. I guess you have to see it though.