(THE LOCAL, SWITZERLAND) — Swiss Christians have taken issue with a new campaign by supermarket giant Migros that encourages children to awaken strange powers by collecting 48 different magical stones.

While the slogan, “Discover your inner animal”, is considered particularly contentious by Christian critics, the front cover of Migros’ customer magazine, which depicts a child’s face roaring like a wild beast, has also received a large number of complaints.

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