From a lengthy New Yorker profile of Roald Dahl

comes this story of a formative exposure to the notion that the products we experience are the result of conscious deliberate decisions by others, and that this is a process one can engage in.

He and the other boys at Repton also enjoyed a curious perk, courtesy of the Cadbury chocolate company. “Every now and again, a plain grey cardboard box was dished out to each boy in our House,” Dahl writes in Boy. Inside were eleven chocolate bars, aspirants to the Cadbury line. Dahl and the other boys got to rate the candy, and they took their task very seriously. (“Too subtle for the common palate” was one of Dahl’s assessments.) He later recalled this as the first time that he thought of chocolate bars as something concocted, the product of a laboratory setting, and the thought stayed with him until he invented his own crazy factory.

Dahl is brilliant at evoking the childhood obsession with candy, which most adults can recall only vaguely. In his books, candy is often a springboard for long riffs on imagined powers and possibilities. Far from being the crude ode to instant gratification that critics like Cameron detect, Dahl’s evocation of candy is an impetus to wonder. When Billy, the boy in The Giraffe, the Pelly, and Me (1985), opens his own candy shop–talk about wish fulfillment!–he orders confections from all over the world. “I can remember especially the Giant Wangdoodles from Australia, every one with a huge ripe red strawberry hidden inside its crispy chocolate crust,” he says. “And The Electric Fizzcocklers that made every hair on your head stand straight up on end. . . . There was a whole lot of splendid stuff from the great Wonka factory itself, for example the famous Willy Wonka Rainbow Drops–suck them and you can spit in seven different colours. And his stickjaw for talkative parents.” The word “confection” has a double meaning in Dahl’s world: candy is a source not only of sweetness but of creativity. On a field trip recently, I sat next to three nine-year-old boys who spent forty-five minutes in a Wonka-inspired reverie, inventing their own candies.

Gah. George Lucas has led the way in movie merchandising, but why does this specifically turn my stomach so? Enough to make me consider skipping the film (I blew off Shrek 2 when the image became inescapable leading up to the movie opening) – there’s so many of us out there that have seen our childhood legacy destroyed with crappy film making (Ep I and II, specifically) – this seems to cross a line for me. Great job on the candy side, but really. Just annoyingly silly. See a well done trailer here.