Concordia Publishing House is calling on Vacation Bible School (VBS) publishers to make the gospel—not entertainment—central to their VBS programs.

"Our stand is against Vacation Bible School programs that confuse children with images and characters that are unrealistic and too similar to cartoons on TV and in the movies—where is the Christian focus?" said Emily Barlean, senior public relations specialist.

Acknowledging that VBS themes may use cartoonish figures or themes to "hook" children and get them interested in participating in a church VBS program, a company statement observed that "the steady transformation of VBS programs into full-on entertainment machines has created a rather distressing situation.

"Instead of being used to share the Word of the Lord, VBS is being used to babysit and cure boredom—and many children are leaving VBS more confused than ever as to who and what is real and who and what are just characters and stories."

Laying the blame at the feet of publishers, parents and churches alike, Concordia, publisher for The Lutheran Church—Missouri Synod (LCMS), has spent three years refocusing its VBS brand and creating programming that remains faithful to the gospel message and the Scriptures as a whole. The publisher calls this renewed focus "VBS with Purpose."

"After many years of trying to mold our VBS programs after what was considered fun and popular, we decided that we'd had enough," said Pam Nummela, Concordia's VBS editor, who is also a director of Christian education and a 30-year veteran leader of VBS programs.

Concordia's VBS curricula will be changing significantly as a result. Stores and churches will see the publisher's VBS programs will no longer be set in locations that cannot be found in the Bible, stories will no longer feature characters outside of the Bible, all artwork will be realistic, and "wise-cracking animals" will not be the spokesmen for Concordia VBS themes.

"Kids love all kinds of art, but that does not mean all art is best for presenting Bible stories," said Gail Pawlitz, a childhood education expert. "During the early childhood years when children sort out for themselves what is real from what is not real, realistic images for Bible stories trump others because they communicate the idea that if 'it looks real, it is real.' "

Retailers can click here to learn more about Concordia's 2013 program, Tell It on the Mountain.