What about branded edutainment?

Shanks Group, a waste management company based in the UK has launched an edutainment game to explain children the advantages of recycling. The Re-Cycler game, developed by Tamar is accessible from the homepage and features a cartoon character which engages children to recycle differentiating between organic, glass and metal waste.
It’s an excellent idea of branded edutainment (or branded edugames). I believe more companies, especially the ones interested in the promotion of ethical issues, should seriously consider such initiatives to engage and teach children.