rise of the guardian movie review

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Parents' guide to, rise of the guardians.

• Common Sense Says
• Parents Say 35 Reviews
• Kids Say 71 Reviews

Common Sense Media Review

Holiday icons defend childhood in gorgeous adventure.

Parents Need to Know

Parents need to know that Rise of the Guardians is sort of like The Avengers with childhood icons: Santa Claus, the Tooth Fairy, the Easter Bunny, and the Sandman. There's lots of action and some mild violence revolving around the menacing bad guy Pitch Black, who turns children's dreams into…

Why Age 7+?

No product placements in the movie, but there's a good bit of Rise of the Guardi

(Potential spoiler alerts!) Some intense action. Pitch Black and his minions are

Australian Easter Bunny says "bloody" this and "bloody" that fairly frequently;

The Tooth Fairy seems smitten with Jack Frost, and a couple of her "baby" fairie

Any Positive Content?

The movie stresses the importance of the wonder of childhood, including belief i

All of the Guardians are strong and brave and ready to do what's necessary to pr

More for entertainment purposes than educational, but there's an interesting fol

Products & Purchases

No product placements in the movie, but there's a good bit of Rise of the Guardians merchandise available, from plush sets and figurines to games, apparel, calendars, and more. The story is also based on a book series.

Violence & Scariness

(Potential spoiler alerts!) Some intense action. Pitch Black and his minions are able to destroy one of the Guardians. The other Guardians begin to lose their powers as children stop believing in them. Pitch cleans out the Tooth Fairy's castle, breaks all of the Easter Bunny's eggs, and generally breaks the hopeful spirit of all the children he encounters. He undoes the work of the Sandman so that kids have nightmares instead of sweet dreams. Pitch's shadowy black stallions can be frightening. In a flashback, viewers see that the boy who was Jack Frost drowned saving his sister and then transformed into the icon of winter. Santa uses swords.

Did you know you can flag iffy content? Adjust limits for Violence & Scariness in your kid's entertainment guide.

Australian Easter Bunny says "bloody" this and "bloody" that fairly frequently; Pitch Black tells Bunny to "go suck an egg," and some insults are thrown back and forth, including "coward."

Did you know you can flag iffy content? Adjust limits for Language in your kid's entertainment guide.

Sex, Romance & Nudity

The Tooth Fairy seems smitten with Jack Frost, and a couple of her "baby" fairies swoon in his presence. In one brief scene, Tooth and Jack share a moment of staring in each other's eyes.

Did you know you can flag iffy content? Adjust limits for Sex, Romance & Nudity in your kid's entertainment guide.

Positive Messages

The movie stresses the importance of the wonder of childhood, including belief in Santa, the Tooth Fairy, the Easter Bunny, etc. Preserving the innocence and joy of childhood is the reason the Guardians exist. Although the movie isn't religious, the idea of faith in something you can't necessarily see is demonstrated as a positive force in children's lives.

Positive Role Models

All of the Guardians are strong and brave and ready to do what's necessary to protect children. The Tooth Fairy and her adorable little fairies keep baby teeth because they store children's precious memories. Santa loves providing toys because they spark imagination and wonder in kids. The Easter Bunny's eggs represent rebirth and new beginnings each spring. Jack's journey is to discover how he fits into the group and what makes him worthy of joining them.

Educational Value

More for entertainment purposes than educational, but there's an interesting folkloric origin story to how these childhood icons were endowed with the protection of children's hopes and dreams.

Parents need to know that Rise of the Guardians is sort of like The Avengers with childhood icons: Santa Claus, the Tooth Fairy, the Easter Bunny, and the Sandman. There's lots of action and some mild violence revolving around the menacing bad guy Pitch Black, who turns children's dreams into nightmares with his cavalry of scary stallions (some scenes may feel more intense in the movie's 3-D version). (Spoiler alert!) One Guardian is destroyed but comes back to life at the end of the movie. There's some insulting language like "coward" and "selfish" and "go suck an egg," and in a flashback, a main character drowns but transforms rather than dying. Whether they personally believe in these characters or not (and the nontraditional way they're portrayed here could get some of them wondering...), kids will root for the Guardians as they fight the forces of chaos and despair. To stay in the loop on more movies like this, you can sign up for weekly Family Movie Night emails .

Where to Watch

Videos and photos.

Parent and Kid Reviews

• Parents say (35)
• Kids say (71)

Based on 35 parent reviews

Liked it, with a few caveats

Don't expect a happy holiday film, what's the story.

Based on the books by author/illustrator William Joyce, RISE OF THE GUARDIANS follows Jack Frost (voiced by Chris Pine ), a carefree immortal figure who creates winter fun for children who don't really believe in him. Everything changes when Pitch Black ( Jude Law ) rallies his nightmare forces to cause worldwide despair and make children stop believing in the Guardians of Childhood: Santa Claus ( Alec Baldwin ), the Easter Bunny ( Hugh Jackman ), the Tooth Fairy ( Isla Fisher ), and the Sandman. When the Man in the Moon tells the existing Guardians that Jack Frost has been chosen to join them, they must convince him to take up the cause before Pitch can snuff out the light of hope in every child of the world.

Is It Any Good?

Rise of the Guardians (not to be confused with Legends of Guardians: The Owls of Ga'Hoole ) is an exquisitely crafted 3-D adventure. It has an ingenious plot and surprisingly substantive messages that make it just as appropriate for tweens/teens who are still into animation as for younger elementary-aged audiences. The voice performances are all fantastic. Baldwin is hilarious (and nearly unrecognizable) as a tough, tattooed Santa who can wield two swords one moment and play with his workshop's toys (made not by elves but by yetis!) the next. The Easter Bunny (Jackman, for once using his native Aussie accent) is a strapping buck rabbit (but never call him a kangaroo), and Fisher's Tooth Fairy is lovely and amusingly obsessed with teeth.

As the contemplative Jack Frost, Pine nearly reprises some of the characteristics of his young Captain Kirk in Star Trek -- both characters are impulsive loners who don't know how to work on a team until they come into their own and spring into action. The movie's visuals are dazzling (especially in each of the Guardians' headquarters), the dialogue funny, and the threat from the villain real and disturbing (and wow, Law has a creepy accent). It's such a refreshing treat to see an animated film so thoughtfully made that didn't come from Pixar. Director Peter Ramsey has made an impressive, imaginative fantasy where the wonder of childhood reigns supreme.

Talk to Your Kids About ...

Families can talk about the importance of childhood beliefs and memories in the story. How are the characters who believe in these childhood heroes the ones who ultimately save the day? What's lost when kids stop believing?

How are the depictions of Santa, the Easter Bunny, and the Tooth Fairy different than in other childhood films/stories?

What does Santa mean when he tells Jack he has to find his "center"? Do you think real people have a "center" that dictates what they're passionate about and how they act?

Movie Details

• In theaters : November 21, 2012
• On DVD or streaming : March 12, 2013
• Cast : Alec Baldwin , Hugh Jackman , Isla Fisher
• Director : Peter Ramsey
• Inclusion Information : Female actors
• Studio : DreamWorks Animation
• Genre : Family and Kids
• Topics : Magic and Fantasy , Adventures , Book Characters
• Run time : 98 minutes
• MPAA rating : PG
• MPAA explanation : thematic elements and some mildly scary action
• Last updated : August 30, 2024

Did we miss something on diversity?

Research shows a connection between kids' healthy self-esteem and positive portrayals in media. That's why we've added a new "Diverse Representations" section to our reviews that will be rolling out on an ongoing basis. You can help us help kids by suggesting a diversity update.

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• Cast & crew
• User reviews

Rise of the Guardians

When the evil spirit Pitch launches an assault on Earth, the Immortal Guardians team up to protect the innocence of children all around the world. When the evil spirit Pitch launches an assault on Earth, the Immortal Guardians team up to protect the innocence of children all around the world. When the evil spirit Pitch launches an assault on Earth, the Immortal Guardians team up to protect the innocence of children all around the world.

• Peter Ramsey
• David Lindsay-Abaire
• William Joyce
• Hugh Jackman
• Alec Baldwin
• Isla Fisher
• 268 User reviews
• 271 Critic reviews
• 58 Metascore
• 14 wins & 32 nominations

Top cast 23

• Jamie Bennett

• Sophie Bennett
• Jamie's Mom

• Burgess Dog Walker
• Burgess Pedestrian #1

• Burgess Pedestrian #2

• British Girl

• British Boy
• (as Stuart Allan Bertman)
• All cast & crew
• Production, box office & more at IMDbPro

More like this

Did you know

• Trivia Bunny mentions that Jack Frost caused a blizzard on Easter Sunday of 1968, a reference to an actual event.
• Goofs Every tooth collected by the Tooth Fairy has roots, like a pulled adult tooth, but most of the teeth are supposed to be baby teeth, those that have wiggled loose after being displaced by permanent ones. They should be hollow shells without roots.

Jamie Bennett : You're leaving? But what if Pitch comes back? What if we stop believing again? If I can't see you...

Jack Frost : Hey, slow down, slow down! Are you telling me you stop believing in the moon when the sun comes up?

Jamie Bennett : No.

Jack Frost : Okay. Well, do you stop believing in the sun when clouds block it out?

Jack Frost : We'll always be there, Jamie. And now, we'll always be here.

[points to Jamie's heart]

Jack Frost : Which kind of makes you a Guardian too.

• Crazy credits During the end credits, there are several scenes showing how the children are put back to bed before morning.
• Connections Featured in The Big Review: Fall Trailer Park (2012)
• Soundtracks Kemp's Jig Arranged and Performed by John Bullard Courtesy of Bunyan Bullard Music

User reviews 268

• billygoat1071
• Dec 2, 2012
• How long is Rise of the Guardians? Powered by Alexa
• Why is the character who is obviously "Santa" called "North"?
• What is "Rise of the Guardians" about?
• Is 'rise of the Guardians' based on a book?
• November 21, 2012 (United States)
• United States
• Official Site
• Sự Trỗi Dậy Của Các Vệ Thần
• DreamWorks Animation
• See more company credits at IMDbPro
• $145,000,000 (estimated)
• $103,412,758
• $23,773,465
• Nov 25, 2012
• $306,941,670

Technical specs

• Runtime 1 hour 37 minutes
• Dolby Digital
• Dolby Atmos
• Dolby Surround 7.1

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Rise of the Guardians Reviews

Peter Ramsey’s William Joyce adaptation is one of the most underrated animated films of the 2010s, a stirring fantasy adventure with some of the most gorgeous imagery the studio has ever produced.

Full Review | Sep 25, 2024

As with The Avengers, each of the characters is given their time to shine and is nicely developed, while a tidy sense of humour sparkles on top of the darker undercurrents of the story.

Full Review | Original Score: 4/5 | Mar 6, 2023

[The film] has an intriguing premise that makes you wish the writers had spent more time developing the conflict.

Full Review | Original Score: 2.5/4 | Sep 21, 2022

Rise of the Guardians isn't a masterpiece, but it's an enjoyable film and very well suited for this time of year.

Full Review | Original Score: 3.0/4.0 | Sep 21, 2020

As a movie geared for the entire family, this fires on all cylinders, from the exquisitely detailed animation to the thought-out character development.

Full Review | Original Score: A- | Jul 29, 2020

[Rise of the Guardians] invokes a charm and sweetness that is different to other animated films out there.

Full Review | Original Score: 3.5/5 | Nov 26, 2019

I'm sure [it] will be a big hit, and kids will eat it up. But as much as I might try to simulate their point of view, I can only see it through my own battered eyeballs, which feel like they've aged 10 years in the 90 minutes spent watching it.

Full Review | Jul 29, 2019

If you don't enjoy this you probably don't like Christmas

Full Review | Original Score: 4/5 | Jul 25, 2019

It's one of [Dreamworks'] best animated films for sure.

Full Review | Original Score: 8/10 | Feb 12, 2019

This erratic flurry of light and colour is made more than bearable thanks to a script full of real warmth and a collection of incredibly well drawn characters who truly capture the magic of childhood wonder.

Full Review | Original Score: 3/5 | Feb 6, 2019

Rise of the Guardians is blithe and lovely, smart and funny. It's an honest-to-goodness family film that can be enjoyed by both kids and adults.

Full Review | Original Score: B+ | Jan 30, 2019

While Rise isn't destined to be a new holiday classic...its a mostly well-crafted film with an excellent cast and a dizzying array of visual treats.

Full Review | Original Score: 7/10 | Nov 2, 2018

Rise of the Guardians has some great concepts, but ultimately needed a much more original story to make it seem more like the fresh idea it genuinely is.

Full Review | Original Score: 7.5/10 | Nov 1, 2018

While the heroes of DreamWorks' film claim to be the guardians of childhood, their tattooed, hoodied posturing actually diminishes it.

Full Review | Jun 19, 2018

Some of the best animation I've seen in quite some time.

Full Review | Mar 5, 2018

Charming, sweet and enchanting, but not without its flaws, Rise of the Guardians is the hopeful, feel-good movie for kids that's fitting for holiday movie watching with the family.

Full Review | Original Score: B | Sep 7, 2017

[Rise of the Guardians] acknowledges the courage of children and teaches the audience to see the signs and symbols of life more deeply and to listen to good inspiration.

Full Review | Aug 9, 2017

Just interesting and colorful enough to hold a child's attention for 90 minutes but a thundering bore for anyone that's been around the cinematic block.

Full Review | Original Score: 2/5 | Apr 17, 2016

The film has a square-jawed elegance that occasionally hits a note of grandeur when it's not just being silly.

Full Review | May 3, 2015

Energetic animation and a handful of amusing character touches help, but they can't compensate for the paper-thin story and muddled messages.

Full Review | Jul 27, 2013

Jack Frost: Visible at last

Jack Frost and the Tooth Fairy.

Here’s a quick quiz for you: What does Jack Frost look like? Young or old? I confess I’ve never had a mental image of Jack. In fact, until seeing “Rise of the Guardians,” I never gave him any thought at all. The kids around me at a preview screening seemed more expert, perhaps because they know the inspiration for the film, William Joyce’s book series, “Guardians of Childhood.”

In those books, unread by me, Joyce imagines a loosely knit Avengers-style federation of the guardians of childhood. Most of them are famous: Santa Claus, the Easter Bunny, the Tooth Fairy, the Sandman and so on. Jack Frost’s reputation suffers sadly in comparison. Voiced in the film by Chris Pine , he finds himself literally invisible. When he visits Earth, people are able to walk right through him. Since he is a spritely boy, he finds this depressing, although many kids have probably felt the same way.

Why is this so? The Man in the Moon never explained it to him. The Man in the Moon functions in the story as sort of a symbolic nature god, who never does anything but shine enigmatically in the sky.

This is a hyperkinetic 3-D action comedy, with the characters forever racing on Santa’s sleigh, hurtling down chutes and zooming through tunnels that rework the same 3-D illusions over and over again. The characters aren’t all referred to by what we might call their Earth names, and we get such as North, a broad-shouldered Santa (voice of Alec Baldwin ); Tooth, the fairy ( Isla Fisher ), and Bunny ( Hugh Jackman ).

There’s also a villain, called Pitch by others and sometimes resentfully the Boogie Man by himself. This dastardly fiend (voice of Jude Law ) is envisioned as all darkness, teeth and claws, determined to put the Guardians out of business. In this moment of crisis, the team calls on Jack Frost to lead their resistance, and in the process, he inevitably redeems himself, becomes visible and achieves a personal victory. Now we know what he looks like. I was reminded of Peter Pan, although he isn’t green.

There’s an audience for this film. It’s not me. I gather younger children will like the breakneck action, the magical ability to fly and the young hero who has tired of only being a name. Their parents and older siblings may find the 89-minute running time quite long enough.

Still, let it be said that director Peter Ramsey and his art team have created a crisp, colorful fantasy world, sharper-edged than many feature-length children’s cartoons. Especially fetching: The Tooth’s countless followers, called “Baby Teeth”; Bunny’s ranks upon ranks of Easter eggs and Pitch’s scary manifestations. I thought by the end of the picture, Pitch had earned some sort of redemption, but I guess he goes back to wherever Pitches come from.

Roger Ebert

Roger Ebert was the film critic of the Chicago Sun-Times from 1967 until his death in 2013. In 1975, he won the Pulitzer Prize for distinguished criticism.

Rise of the Guardians

• Chris Pine as Jack Frost
• Jude Law as Pitch
• Hugh Jackman as Bunny
• Isla Fisher as Tooth
• Alec Baldwin as North
• David Lindsay-Abaire

Directed by

• Peter Ramsey

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Rise Of The Guardians Review

30 Nov 2012

Rise Of The Guardians

The beginning of Rise Of The Guardians is disconcertingly like the beginning of The Bourne Identity. A limp young man floats up through the water and, on gaining consciousness, has no idea who he is, nor how he got there. The difference here is that Jack Frost (Chris Pine) has the power to fly and turn everything icy, rather than the ability to kill people with a rolled-up Angler’s Mail.

Jack’s journey is to learn how he became who he is and why he has been chosen to be a member of the Guardians, a group of ‘mythical’ beings — Father Christmas (Alec Baldwin), the Easter Bunny (Hugh Jackman), the Tooth Fairy (Isla Fisher) and the (silent) Sandman — who delight kids and protect them from fear in the form of Pitch Black (Jude Law). But these Guardians all have defined reasons for being. How does Jack, with no holiday to call his own, offer a reason to believe in him?

Based on a series of books by William Joyce, a children’s author with the air of a crackpot uncle, who’s had a hand in films from Toy Story to Robots, Rise Of The Guardians inhabits a hugely detailed, beautifully designed world. It’s sparing with the cutesy stuff and more redolent of the sinister edge you might find in an old edition of the Grimm fairy tales.

The mark of a well-considered fantasy universe is that you can imagine it continuing even outside of the story and this feels like a world, not just a setting. Screenwriter David Lindsay-Abaire and first time feature director Peter Ramsey seem to have considered everything, even down to international variations of the heroes (did you know France has a tooth mouse rather than a fairy?).

For a family film it’s surprisingly dense with plot. That’s not to say it’s slow moving — quite the opposite. It squeezes in a quest for a purpose, a death, a child invading a fantasy world, an almost apocalypse and at least three big chase scenes. The only thing it doesn’t do — a near crime when Santa is right there — is make time for Christmas. For packing so much else in, that is forgiven.

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Rise of the guardians.

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Peter Ramsey

Paramount Pictures

Peter Ramsey

Paramount Pictures

Paramount Pictures

PG

97 minutes

Reviews (2)

Rise of the Guardians is one of my favorite Dreamworks movies because of the incredible animation, entertaining characters, and well-developed storyline. Plus, I love Jack Frost! He's so funny, sarcastic, jaded, and mischievous.

Dani Kessel Odom

A hidden gem of a movie, Rise of the Guardians can initially feel a bit too absurd upon its surface, but is a solid fantasy with interesting takes on some of folklore and children's tales most recognizable faces. I feel if it had a stronger hook, it could have been the start of a Dreamworks tentpole series.

Nathan Graham-Lowery

Your rating, alec baldwin, isla fisher, hugh jackman, dakota goyo, images (19), screen rant review, 'rise of the guardians' review.

Rise of the Guardians presents a surprisingly heartfelt, though often predictable, narrative about the power of belief - and the importance of companionship.

Latest Reviews

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Rise of the Guardians Review

Fun twist on childhood icons..

Though not as unique as recent animated movies like Wreck-It Ralph, Rise of the Guardians is very well made, and the set-up of these characters leave many possibilities for a franchise. Kids and adults will enjoy the holiday magic that Rise of the Guardians spins with its beautiful design and interesting twist on well-known characters.

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Rise of the guardians: film review.

The DreamWorks Animation production features the voices of Alec Baldwin, Hugh Jackman, Isla Fisher and Chris Pine.

By Todd McCarthy

Todd McCarthy

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Rise of the Guardians Film Still - H 2012

A very odd assortment of mythical childhood figures, some of them afflicted with severe emotional insecurities and inferiority complexes, are thrown together as an unlikely set of action heroes in Rise of the Guardians , an attractively designed but overly busy and derivative mishmash of kid-friendly elements.

PHOTOS: Fall Movie Preview 2012: Major New Releases From Spielberg, Jackson, Tarantino, the Wachowskis, Burton and More

The Bottom Line A lively but derivative 3D storybook spree for some unlikely action heroes.

A sort of Justice League or Avengers equivalent made up of the fearsome team of Santa Claus, the Easter Bunny, the Tooth Fairy, the Sandman and Jack Frost, this final DreamWorks Animation production set to be distributed by Paramount will play in a predictably agreeable and profitable fashion to small fry but will skew young despite the presence of an excellent voice cast. The world premiere took place Oct. 10 at the Mill Valley Film Festival in advance of the Nov. 21 commercial bow.

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Based on the book series Guardians of Childhood by William Joyce , as well as on the author’s short film The Man in the Moon , the script by David Lindsay-Abaire ( Robots , Rabbit Hole ) plays fast and loose with these legendary fixtures of childhood, attaching to them all sorts of neuroses, feelings of inadequacy and the sense, or threat, of being ignored. Some might find this tack delightfully mischievous, but it’s just as easy to reject as ridiculous the notion that Jack Frost — a free spirit very much like Peter Pan who can fly around anywhere he wants — suffers from an emotional trauma he suffered hundreds of years earlier.

STORY: ‘Rise of the Guardians’ to Receive New ‘Vanity Fair’ Honor at Upcoming Rome Fest

Perhaps the most readily amusing of the gang is Santa, or, as he is more geographically named here, North. A muscular powerhouse rather than a fatso, North has heavily tatted forearms and, as wonderfully voiced by Alec Baldwin , sports a distinctive Russian accent not inappropriate to the proximity of that country to his palatial mountainside workshop. Also gathering here are the rangy and rascally E. Aster Bunnymund (an excellent Hugh Jackman ), the hummingbird-like Tooth (or Tooth Fairy, delightfully rendered by Isla Fisher ), the mute and tubby spinner of gold Sandman and, ultimately, Jack (a fine Chris Pine ), who has wandered the globe alone for centuries and feels woefully unrecognized compared to the others because he has no special day or occasion to make an imprint on the lives of children.

All the same, Jack is hard-pressed by North to join in the battle against Pitch (as in pitch black), a diabolical figure (plausibly acted by Jude Law ) who, after a long absence, has returned to throw Earth into darkness and provide much-needed nightmares to kids everywhere. As with Jack, Pitch’s re-emergence feels arbitrary and generic, while the tall, sneering and stubby-toothed figure bears far too close a resemblance to Harry Potter ‘s Voldemort, as do his minions, black steeds that disintegrate into fragments and flash through the sky almost identically to Death Eaters. So while Jack tries to sort out his issues of neglect (kids in small-town America don’t even notice him) and struggles over whether or not to join the others, the battle against the lord of the night commences.

Director Peter Ramsey , a longtime storyboard artist making his feature directorial debut after beginning with the 2009 telefilm Monsters vs. Aliens: Mutant Pumpkins From Outer Space , never misses a chance to throw in one more roller-coaster-like visual ride to pump up the 3D experience. But the characters and settings are attractively designed, and the vocal performances have real color and a sense of fun that gently undercuts the treacly sincerity of certain obligatory kid-pandering moments.

Composer Alexandre Desplat really gets a workout here, dextrously blanketing the film with ever-changing tempos and motifs to suit the moment and propel the action. At least 10 percent of the 97-minute running time is devoted to the end credits.

Venue: Mill Valley Film Festival

Opens: Wednesday, Nov. 21 (Paramount)

Production: DreamWorks Animation SKG

Voice cast: Chris Pine, Alec Baldwin, Jude Law, Isla Fisher, Hugh Jackman, Dakota Goyo

Director: Peter Ramsey

Screenwriter: David Lindsay-Abaire, based on the Guardians of Childhood book series by William Joyce and The Man in the Moon , a Reel FX short film directed by William Joyce

Producers: Christina Steinberg, Nancy Bernstein

Executive producers: William Joyce, Guillermo del Toro, Michael Siegel

Production designer: Patrick Marc Hanenberger

Visual effects supervisor: David Prescott

Editor: Joyce Arrastia

Visual consultant: Roger Deakins

PG rating, 97 minutes

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Careful, That Fanciful Being Has Some Serious Backup

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By A.O. Scott

• Nov. 20, 2012

When I was 5, I got a tough dose of reality from my friend Mark. “There’s no such thing as Santa Claus,” he told me. “Santa Claus is really your mother.” Learning this was no great tragedy, though it did take me awhile to figure out exactly what he meant. It is every child’s prerogative to believe in nonsense, and every child’s fate to lose at least a portion of that belief.

The real puzzle is why adults should be so invested in encouraging and protecting the superstitions of children. The young are naturally credulous, imaginative creatures, and the rest of us sentimentalize these cognitive facts by associating them with innocence and wonder.

Designing the ‘Guardians’

View Slide Show ›

The new movie “Rise of the Guardians,” for example, works so hard at celebrating wide eyes and naïve joy that it comes close to spoiling its own intermittent wonderfulness. Directed by Peter Ramsey and written by David Lindsay-Abaire (and based on a story by William Joyce ), “Rise of the Guardians,” like so much animated entertainment these days, is by turns silly, maudlin and noisy, with just enough ingenuity to make you wish it were better.

The premise is that Santa Claus and a bunch of other ecumenically mythical beings — principally the Easter Bunny, the Sandman and the Tooth Fairy — are the guardians of the magical state of childhood. They are a jolly bunch, well voiced (except for the silent Sandman) by a squad of showboating actors. As Santa (he’s called North), Alec Baldwin for some reason adopts a Russian accent. Hugh Jackman gives the Easter Bunny an exaggerated version of his own native Australian drawl, though Isla Fisher, who was raised in Australia, does not do the same for the Tooth Fairy.

These affable, boisterous characters are frequently upstaged by their minions — Santa’s dim elves and hard-working yetis; the Fairy’s hummingbirdlike helpers; the Bunny’s footed, faceless eggs — who provide “Rise of the Guardians” with much of its visual whimsy. The busy, 3-D animation relies a bit too much on madcap flight sequences and vast, vaulted spaces, but the character design has real warmth, and the animation is frequently witty and sometimes mesmerizing.

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The Rise of the Guardians

Details: 2012, USA, Cert PG, 97 mins

Direction: Peter Ramsey

Summary: When the evil spirit Pitch launches an assault on Earth, the Immortal Guardians team up to protect the innocence of children all around the world

With: Alec Baldwin ,  Chris Pine ,  Dakota Goyo ,  Hugh Jackman ,  Isla Fisher and Jude Law

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Movie Review: Rise of the Guardians Matches Childhood Wonder With Dazzling High-Tech Eye Candy

Haven’t we run out of iconic beings to cluster in po-mo kids’ movies yet? The Shrek films clustered together characters such as Pinocchio, the Gingerbread Man, Rumpelstiltskin, and Puss ‘n Boots, and more recently, Hotel Transylvania gave us a zippy comic adventure involving Dracula, Frankenstein, the Mummy, and the gang. So, on cue, here’s Rise of the Guardians , an animated film that brings together Santa Claus, the Easter Bunny, the Tooth Fairy, and the Sandman in an unlikely alliance to protect childhood innocence from evil and fear, like a fairy-tale variation on The Avengers . And as much as its premise may sound like the start of a bad joke, Peter Ramsey’s movie preserves just enough genuine childhood wonder in its whooshing, high-tech theatrics to make it a delight.

The conceit here is that the Guardians are about to gain a new member: Jack Frost (voiced by Chris Pine), a young and brash kid who can turn anything into ice and doesn’t seem to quite adhere to the age-old, noble, self-giving codes of this magical collective. (The Easter Bunny, charmingly voiced by Hugh Jackman in a full-on Australian accent, certainly doesn’t think much of the guy.) It’s all part of a renewed effort to fight a gathering evil: Pitch Black (Jude Law), a.k.a. the Bogeyman, is marshaling his forces in an effort to destroy childhood dreams and replace them with nightmares and darkness. So basically everybody’s screwed if the Guardians don’t get the job done.

The story is based on a series of books written by children’s author William Joyce, and at times it displays a patience with character and plot that feels downright quaint nowadays. (The script was written by Pulitzer Prize–winning playwright David Lindsay-Abaire.) The opening scene shows us Jack Frost discovering his powers, in a scene that’s somehow both joyous and melancholy: He marvels at his newfound abilities, and yet is horrified at the fact that he’s invisible to the rest of the world, because nobody really believes in him. The story mines a surprising amount of pathos from Jack’s predicament; your heart goes out to the guy every time a kid passes through his spectral frame without noting his existence. There’s a structural elegance to it, too, as it turns out that this is part of Pitch’s Evil Plan. He can defeat all of the Guardians if he can stop the world’s children from believing in them. Indeed, one of the best things about the film is that it gives us a villain who is scary in both conception and execution. Half-shrouded in perpetual darkness, Pitch is followed around by black granite clouds wherever he goes; when he strikes, they turn into tentacles that suck all life and color out of everything they touch. Whoever designed him appears to have tapped into the same raw fear of grim, angular menace that the animators of Disney’s classic Sleeping Beauty did when they dreamed up Maleficent.

This is 2012, however, and traditional childhood heroes and resonant, creepy villains won’t be enough to keep the kids’ (or the adults’) attention, so there’s also plenty of whooshing and swooping and dazzling 3-D eye candy to spare. Santa Claus (here called North, and voiced by Alec Baldwin with a Russian accent) can’t just have any ordinary sled; he’s got a giant Millennium Falcon–esque contraption that roller-coasters around at warp speed and terrifies newbie passengers. (He’s also got a Yeti honor guard, which is pretty funny.) Not unlike Wreck-It Ralph , with its retro video-game aesthetic wedded to eye-popping action sequences, part of the kick here is seeing familiar, old-fashioned figures in hypermodern situations. And, to its credit, the whole thing looks amazing — Roger Deakins and Guillermo del Toro served as technical guides, so that’s perhaps to be expected. The result is an effective combination of the new and old. It’s both hip and gooey enough to make me look forward to the inevitable sequel.

• rise of the guardians
• movie review

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Rise of the Guardians (United States, 2012)

The summer of 2012 was dismal for animated fare but, with releases like Frankenweenie , Wreck-It Ralph , and Rise of the Guardians , things have taken a turn for the better during the autumn. This movie, which is targeted at older children (rather than pre-schoolers), explores the unconventional premise of establishing certain well-known mythical characters as superheroes. So we have a Russian-accented, tattooed, sword wielding Santa Clause (voice of Alec Baldwin), an Australian boomerang-throwing Easter Bunny (voice of Hugh Jackman), a Tooth Fairy (voice of Isla Fisher) who looks like a cross between a woman and a humming bird, and a silent, benevolent Sandman. Sort of a League of Extraordinary Legends. From story to execution, Rise of the Guardians feels like a hybrid of conventional animation and material like The Avengers .

The viewer's portal of entry into this world is Jack Frost (voice of Chris Pine), the latest addition to the group. Jack is an unwilling hero - he would prefer to roam the world on his own, freezing ponds and causing snow days. The Easter Bunny has a beef with him because of his penchant for wrecking the spring holiday with reminders of winter, but Santa's okay with his weather-making skills. The Tooth Fairy admires his shiny white teeth. The world's children are threatened by Pitch (voice of Jude Law), a.k.a. The Boogie Man, who wants to turn dreams into nightmares and banish belief in Santa, Bunny, and Tooth. Jack reluctantly agrees to help and, in the process, discovers the true hero within.

The movie unfolds at a brisk pace, with plenty of adventure, humor, and moments of surprising emotional depth. Pitch's reasons for being bad boast an interesting backstory and, although Jack's journey is similar to that of almost every budding superhero, there are some intriguing twists. Although Rise of the Guardians isn't a Christmas film (in fact, it takes place in the March/April timeframe), the importance of Santa as the leader of the Guardians makes it feel like a seasonal offering.

The film's visual appeal is strong. The characters are rendered as leaner and meaner than what we're used to seeing, with Santa being portrayed as a warrior and the Easter Bunny as anything but a cute little rabbit. The "cuddly" aspect is reserved for Tooth's army of apprentices and Santa's clueless elves. The mythical environments we see - the North Pole, the Bunny's hole, and Pitch's domain - are effectively rendered. Rise of the Guardians makes good use of 3-D, not overdoing it with ostentatious flourishes but not being so subtle that the viewer is largely unaware of it. Is 3-D necessary to one's enjoyment of the movie? No, but this is one time I can justify recommending payment of the surcharge.

The voice actors do what voice actors are expected to do in roles like these: preserve their anonymity. Alec Baldwin and Hugh Jackman have recognizable voices, but they disguise them effectively. (In fact, I didn't know Baldwin was Santa until I saw the end credits.) Chris Pine and Isla Fisher don't do much to hide their voices (although Fisher adopts an American accent), but they don't need to. The only one immediately recognizable is Jude Law, but Pitch, who bears a striking resemblance to Hades from Disney's Hercules , is so deliciously evil that the character quickly shakes off any associations we may have with the actor.

There's less comedy in Rise of the Guardians than in many animated films, but that's understandable given the epic scale of the adventure. That's not to say there's no humor, but it's kept in the background and often involves Santa's elves or the North Pole Yeti. Rise of the Guardians was made with the obvious intention of being the origin story for a new animated superhero franchise and, if the film is profitable, there will be a sequel in another two or three years. However, even if there's never a follow-up chapter, Rise of the Guardians is enjoyable as a stand-alone adventure - not groundbreaking animation but a solidly entertaining 90 minutes for older children and adults.

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RISE OF THE GUARDIANS

"bringing hope and light to children".

What You Need To Know:

(BBB, C, V) Very strong moral worldview with some redemptive elements including an emphasis in sacrifice in order to bring “hope, wonder, and light,” character says Easter is about “new beginnings, new life and hope,” the light scares the darkness away, character is chosen to bring light to the world, character looks up to the sky and almost in a prayer fashion asks for the meaning of his life and its purpose and later decides to take the calling to help bring light and hope to children and the world, plus legendary characters like Santa Claus, the tooth fairy, the Easter bunny, etc., though it does show their weaknesses, talks about “magic,” and stresses that the characters need to find their “center”; no foul language; light violence and slapstick comedy includes character falls from the sky, character does a high jump and falls into the snow, elves hit each other, character falls into freezing water; no sexual content and tooth fairy kisses another character on the cheek; no nudity; no alcohol use; no smoking or drug use; and, nothing else objectionable.

More Detail:

THE RISE OF THE GUARDIANS, a new animated feature, shows Santa Claus, the Easter Bunny, the Tooth Fairy, the Sandman, and Jack Frost trying to maintain wonder, light and hope in the world, in THE RISE OF THE GUARDIANS. THE RISE OF THE GUARDIANS promotes making sacrifices for the sake of bringing hope to the world.

Jack Frost is longing to find meaning and purpose to why he is the way he is. Though Jack Frost can bring joy to children by producing snow days, he isn’t seen and loved by them, which gives him pain. One night, Jack prays to the man on the moon for direction and meaning.

The Boogie Man, Pitch Black, has started to appear to children, destroying their good dreams and replacing them with bad dreams. Concerned, “The Guardians” hold a meeting. They include a tattooed Santa Claus nicknamed North, the feisty Easter Bunny called Bunny, Tooth the Tooth Fairy, and the sandy Sandman. They hear from The Man on the Moon, who tells them to bring in Jack Frost and make him a guardian. They do, but Jack resists. He’s not sure if he wants to sacrifice himself for the task.

Suddenly, Pitch’s dark horses attack the Tooth Fairy. They take every child’s tooth, the memories from the teeth, and the fairies that help the Tooth Fairy collect the teeth at night. Devastated that she lost all those memories and can’t get to every child during the night, she calls on the Guardians.

The guardians decide to help the Tooth Fairy collect the teeth in the middle of the night around the world. They are able to do it, but children have already started disbelieving in the Tooth Fairy.

Jack Frost longs to know his past. The Tooth Fairy reveals to him she had collected his memories with the teeth he lost, but now Pitch has stolen them. Jack decides to work with the Guardians to get his memories back from Pitch and help the children maintain hope, wonder, and light. If every child stops believing in the Guardians, then the light of the world goes out. If that happens, then only fear and darkness will be left.

RISE OF THE GUARDIANS is a very entertaining, well-made family movie. With incredible animation, the quality is superb. The storyline is clear with many funny moments, tearful moments and exciting moments. Some of the dark elements from the villain may be scary for very young children.

The main characters in RISE OF THE GUARDIANS are holiday icons, such as Santa Claus, the Easter Bunny, the Tooth Fairy, etc. In this case, however, the characters are broken and just serve “The Man on the Moon.” “The Man on the Moon” is an unseen character, but the others look up to the moon and ask for guidance in order to bring hope to the world, almost in a prayer fashion. The Man on the Moon chooses the Guardians from ordinary people and gives purpose and meaning to their lives. The Guardians aren’t invincible, but they help fight for the light. Finally, there is an emphasis on the importance of believing in these characters.

Of course, children should be taught to believe in the Truth, who is Jesus Christ. Believing in fictional characters can lead to disappointment and cognitive rejection of the Truth. So, media wise parents need to take time to explain the Truth of Jesus Christ and the fictional nature of fairytale characters before and after going to any fairytale movie.

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Review: Rise of the Guardians

Let me put it this way:

Rise of the Guardians is the movie G.K. Chesterton would have made if he were alive and working at DreamWorks.

It’s the movie CS Lewis would have written if Jeffrey Katzenberg had said to him, “Remember when Father Christmas shows up in The Lion, the Witch, and the Wardrobe ? Forget Narnia, let’s do a movie about him. ”

A rollicking story in the classic adventure story tradition, Rise of the Guardians pits four — and a possible number five — fairy-tale figures against an equally fabulous villain. When the film opens, the four Guardians are hard at work: “North” is busy monitoring the world for who’s naughty and who’s nice, while his  army of yetis makes toys for Christmas. The Sandman is dispensing dreams to sleeping children. “Tooth” is directing bevies of tiny fairies to pick up lost teeth and bring them to her palace. The Easter Bunny is getting eggs ready for Easter, only three days away. And Jack Frost — who isn’t a Guardian and doesn’t know where he came from or what he’s supposed to do — is causing mayhem by making things freeze, and getting children to romp in the snow.

That all changes when an ancient enemy arises: Pitch Black, also known as “the Boogeyman.” Conquered centuries ago by the Guardians and relegated to nothing but a spooky memory no one really believes in, Black has discovered how to harness the Sandman’s power and turn dreams into nightmares. Soon, Pitch promises, it’s the Guardians who will be dim memories. Children will be left with nothing but fear. He sets his army of black horses (literally “night mares”) to undo all the work of the Guardians, so there is nothing for children to believe in.

How the Guardians fight back and how Jack Frost discovers who he is and what he’s supposed to do make up the rest of this delightful movie. That, and a short but important foray into the everyday world, and some of the children living in it. Warning: The trailers and the commercials don’t capture the tone of this film, which is beautiful without being saccharine, and full of wonder without being precious. The Guardians are strong, robust figures, with a serious mission, some serious combat skills, and formidable technology at their disposal. They’re also brimming with humor without being arch or cynical, the cheap sort of humor too common in children’s films (and those for adults too).

In other words, the Guardians are fully alive — and in a big way. Their job is to guard children, so that the memories of believing in them will last and help guide their whole lives. The mysterious Man in the Moon has chosen Jack Frost to be a new Guardian, but how can he fight Pitch Black when that master of fear is preying on his own secret fears?

The people who made this movie seem to actually like human beings, and especially children, which is more uncommon in family movies than one would imagine. They are also in love with the breathtaking visual world they’ve created — and what’s not to love? The animators have created intricate and beautiful palaces for three of the Guardians (the fourth lives on a cloud of glittering golden sand). We’ve all imagined the toy factory at the North Pole, although perhaps not one with swords over the fireplace and handle that turns on the Northern Lights  — but who ever imagined the combined castle/airport/library ruled by the Tooth Fairy? Or the underground kingdom where the Easter Bunny reigns? Half Easter Island and half Willy Wonka’s “world of pure imagination,” it’s breathtaking when it could easily have been sickening. North’s sleigh is half spaceship, half rollercoaster; and the flock of tooth fairies are based, not on young girls with wings, but on iridescent hummingbirds.

Tagged as: Best of Week , christmas , Easter , G.K. Chesterton , Rise of the Guardians

By Gail Finke

Gail D. Finke is an author and mother living in Cincinnati, where she writes for The Catholic Beat at Sacred Heart Radio.

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The rise and fall of 23andMe

A class action lawsuit, resignations, layoffs, and other problems have plagued 23andMe.

The company's issues have led to consumer concerns about how it handles genealogy data.

Here's how 23andMe rose and then fell.

23andMe is struggling .

The biotech company that helped usher in the era of consumer DNA test kits nearly two decades ago has faced several recent setbacks, including a class action lawsuit and user privacy concerns.

A spokesperson for 23andMe told Business Insider in a statement that "the company's mission of helping people live longer, healthier lives through a preventive approach to health, and providing access to potentially life-changing genetic information, hasn't changed."

Here is a timeline of the company's meteoric rise and steady fall.

2006: 23andMe is founded in Silicon Valley

23andMe CEO Anne Wojcicki co-founded the company in 2006 with biologist Linda Avey and Paul Cusenza, who previously worked at the now-defunct Perlegen Sciences, which was a biotech startup that studied human genomes.

The company planted roots in Silicon Valley, where other startups like Twitter and YouTube were taking shape at the time.

"The team of three worked out of a small office in Palo Alto, complete with an overcrowded, hardworking computer server room," a company blog post says. "Scientific rigor was top of mind; the co-founders spent their early days meeting with regulators, building a robust advisory committee, and figuring out how to give people direct access to their genetic information."

Avey stepped down as co-president in 2009 and officially left the company in 2011. Cusenza departed in 2007.

2007: 23andMe secures millions in funding from Google

23andMe quickly secured funding from several companies, including Google.

A May 2007 SEC filing said Google invested $3.9 million into 23andMe, taking a minority interest. The filing also said Google cofounder Sergey Brin provided millions in interim debt financing to 23andMe.

"Prior to Google's investment in 23andMe, Sergey provided approximately $2.6 million in interim debt financing to 23andMe, which was repaid as part of this financing transaction," the filing said.

The funding coincided with Brin's marriage to Wojcicki that May. The pair, who share two children, divorced in 2015.

2007: 23andMe launched its first product for $999

23andMe launched its first product — a DNA saliva test — for sale in the United States in November 2007.

The company priced the product at $999.

Users could access information about their risk for certain diseases, their ancestry, and their inherited traits. 23andMe provides data to users through a private online account.

"We believe this information provides intriguing insights into an individual's genetics, with the goal of expanding the collective knowledge base by enabling active participation in research," Wojcicki told Reuters at the time.

However, 23andMe's growing popularity didn't come without criticism. Some consumers were concerned about privacy related to their data and whether insurers could access it to deny coverage or discriminate against certain individuals.

A 23andMe spokesperson told BI that user data is not shared with other entities unless given consent.

"Beyond our contracted laboratory, with which we work to process a customer's sample and deliver their results, customer information will not be shared with any other entity unless they provide us with consent to do so," a statement said.

The spokesperson added that 23andMe did not share user data with "employers, insurance companies, law enforcement agencies or any public databases."

2008: Time Magazine named 23andMe's Personal Genome Service its Invention of the Year

Despite the privacy concerns, 23andMe began to gain recognition for the work of its researchers. Time Magazine named 23andMe's Personal Genome Service its Invention of the Year in 2008.

"Although 23andMe isn't the only company selling DNA tests to the public, it does the best job of making them accessible and affordable," Time Magazine wrote.

"We are at the beginning of a personal-genomics revolution that will transform not only how we take care of ourselves but also what we mean by personal information," Time wrote. "In the past, only élite researchers had access to their genetic fingerprints, but now personal genotyping is available to anyone who orders the service online and mails in a spit sample."

The company slashed the price of its service from $999 to $399 that same year.

2009: Google makes another multimillion-dollar investment in 23andMe

Google invested $2.6 million in 23andMe again in June 2009, according to an SEC filing.

The filing mentions Brin, who was still married to Wojcicki at the time.

"Prior to Google's investment in 23andMe's Series B preferred stock financing, Sergey also invested approximately $10 million in 23andMe's convertible debt financing, which was converted into Series B preferred stock as part of this financing transaction," the filing said.

2010: 23andMe gets its first National Health Institute-funded grant

23andMe launched its first National Health Institute-funded study in 2010 after securing a grant, the company announced at the time. Specifically, the company secured an NIH Small Business Innovative Research Grant to "validate our web-based approach to pharmacogenomics research."

"The purpose of this first phase is similar to that of our first research publication: to demonstrate that we can replicate known genetic associations using the web-based survey data volunteered by our customers," 23andMe said in its announcement.

The company would later receive more grants from the NIH, including about $1.4 million in 2014.

That year, 23andMe published its first peer-reviewed study.

2011: 23andMe secures almost $31 million in its third round of funding

The company announced in January 2011 that it raised $31 million during its third round of funding after securing an additional $9 million.

MPM Capital and Johnson & Johnson Development Corporation became the newest investors in 23andMe.

2012: 23andMe lowers its price to $99, making the product more accessible

The company reduced the cost of its service to $299 in May 2012 and  again to $99  later that year .

23andMe said in December 2012 that it raised more than $50 million in another round of financing, which would help the company reach its goal of 1 million customers. Investors included Israeli entrepreneur Yuri Milner, Google Ventures, MPM Capital, Brin, and Wojcicki.

At the time, the company only had about 180,000 customers.

"The Series D investment, combined with rapidly decreasing costs associated with genetic testing technologies, enables 23andMe to reduce the price of its Personal Genome Service to $99, effective immediately," the company said.

2013: FDA orders 23andMe to stop marketing its genetic health screening service

23andMe found itself in trouble with the US Food and Drug Administration in 2013.

The FDA instructed 23andMe to stop marketing its genetic health screening service in the United States until it completed the agency's regulatory review process. The company could continue selling its ancestry service.

23andMe complied with the FDA's request, meaning it only provided users with Ancestry reports and raw data.

Wojcicki discussed the FDA's regulation during an appearance at the SXSW festival in 2014.

"It has slowed up the number of people signing up," Wojcicki said, according to The Guardian.

She added: "We are pioneers. We've had a lot of ups and downs but we have lots of tenacity to push on through. It will take time, money, and effort to figure out the path forward."

The company met the FDA's standard in 2015.

"The new 23andMe experience reflected almost two years of work with regulators, our scientists, medical experts, and product designers," the company said. "The result is the first direct-to-consumer test available directly to individuals in the United States that includes reports that meet FDA requirements for being scientifically and clinically valid."

2015: The FDA authorizes 23andMe to market the Bloom syndrome carrier status report

23andMe continued to evolve its services, and in 2015, the FDA granted authorization to market its screening for Bloom syndrome , a rare genetic disorder, the company said at the time.

"This is also the first time the FDA has granted authorization to market a direct-to-consumer genetic test, and it gives 23andMe a regulatory framework for future submissions," 23andMe said in a blog post.

The FDA authorized additional reports following 2015, including BRCA1 and BRCA2 Select Variants.

2019: 23andMe slashes its workforce as consumers lose interest in DNA test kits

The company had millions of users by 2019, showing significant growth since its launch.

But demand began to wane that year as the 23andMe business model — which relied on one-time tests — faltered.

Wojcicki echoed that sentiment in a comment to Business Insider, saying , "It's a new technology, and I think it's hit a lull."

Wojcicki remained optimistic that the industry would bounce back, but 23andMe announced it was laying off 100 employees in January 2020 as sales were still down.

The CEO told CNBC at the time that factors like privacy could remain a sore point. Another reason could be consumers' fear of an economic downturn, meaning the somewhat pricey test is less of a priority.

Despite the downturn, 23andMe continued to collect investments.

In December 2020, 23andMe raised almost $82.5 million in equity funding.

2021: 23andMe goes public and reaches a valuation of over $6 billion

23andMe went public in June 2021 at $11.13 a share, marking a victory for the company after struggling with sales. Before going public, the company completed a reverse merger with Richard Branson's VG Acquisition .

Wojcicki told Business Insider at the time that her "priority is really the long term."

"The short term is obviously important for a lot of people, but everything that I do is focused on the long term. I've only looked at my stock price because I've been doing the news articles and people keep showing it to me," she said.

The company's valuation peaked at $6 billion .

2023: Some 23andMe user accounts are compromised

Concerns about privacy always plagued 23andMe, but those concerns grew after news broke last year that some user data had been compromised.

The data — including birth details and names — was sold on the dark web by hackers.

23andMe confirmed that ancestry data for nearly 7 million users were accessed that December. A data breach notification filing in January 2024 said it took 23andMe five months to realize the data had been accessed.

The incident led to a class action lawsuit, which 23andMe settled for $30 million in September, according to Reuters.

The company also said in SEC filings it laid off more employees in 2023, including that June when it reduced its workforce by 9%. 23andMe laid off another 71 employees in August 2023, according to filings.

2024: 23andMe's board of independent directors resigns

Independent directors on 23andMe's board announced their resignations in a September letter addressed to Wojcicki.

Although the independent directors said they "wholeheartedly support" the company's mission, they took issue with the current business strategy.

"It is also clear that we differ on the strategic direction for the Company going forward," the letter said. "Because of that difference and because of your concentrated voting power, we believe that it is in the best interests of the Company's shareholders that we resign from the Board rather than have a protracted and distracting difference of view with you as to the direction of the Company."

2024: Wojcicki responds to consumer concerns

The company's reputation took another hit in September when an SEC filing said Wojcicki "would be open to considering third-party takeover proposals."

Wojcicki walked back that consideration in a filing later that month.

"Based on subsequent developments, it has become even clearer to me that the best path forward for the Issuer is for me to take the company private," she said.

"Accordingly, in order to update my prior statement and avoid any confusion in the market, I am no longer open to considering third-party takeover proposals for the Issuer."

However, Wojcicki's remarks about selling the company to a third-party issuer raised consumer concerns about what could happen to their data if a sale did take place.

The Atlantic reported that the sale of 23andMe could also mean the potential sale of user data. The director of cybersecurity at Electronic Frontier Foundation, a nonprofit focused on digital privacy, urged users to delete their data in a post that garnered 547,000 views.

A 23andMe spokesperson told BI that Wojcicki "has publicly shared she intends to take the company private, and is not open to considering third-party takeover proposals."

The statement added: "Anne has demonstrated an unwavering commitment to the company's mission and values, and to its customers, pledging to maintain 23andMe's strong security and privacy policies, including following the intended completion of the acquisition she is pursuing."

Read the original article on Business Insider

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Martell Cognac and Afrobeats powerhouse Davido toast to second chapter of partnership with new campaign

Martell , the oldest of the great cognac houses, recently kicked off the second chapter of its 2021 award-winning ‘Be the Standout Swift’ campaign with singer, songwriter, and Grammy-nominated superstar, Davido . Celebrating the rise of Afrobeats, this new chapter looks to honour and inspire those who have stayed authentic to their craft, resilient on their journey, and are uplifting others along with them.

In an exclusive with Guardian Life , Davido shared some inspiring insights on his journey to democratising Afrobeats globally as a Standout Swift.

READ ALSO:  Davido Uncovered

Can you tell us about the Be the Standout Swift campaign and what it means to you?

“Be The Standout Swift” is all about being bold. It’s about moving differently and doing things your own way, no matter what. For me, it’s a perfect fit because my whole career has been about breaking boundaries, doing the unexpected, and staying true to myself. So, teaming up with Martell on this just made sense—it’s all about pushing that message of standing out and owning your lane.

You’ve had an incredible career journey. What bold decisions have you made that helped you stand out and define your path?

Ah, man, where do I even start? One of the boldest moves was when I decided to go all-in with my music, despite what people were saying. I mean, I come from a family where education and business are the main focus. So, stepping out to do music wasn’t exactly the norm, but I knew what I wanted. I believed in my sound and stayed focused, and this birthed my first hit—Dami Duro. That was one of the key decisions that defined my path.

Were there moments where you had to challenge societal expectations to get to where you are today?

For sure, coming from my background, people didn’t expect me to pursue music seriously. There were a lot of eyes on me, but I had to block out the noise and keep doing what I knew would work. You just have to believe in yourself even when it seems like no one else does. That’s what makes you stand out.

Can you share a moment when you had to go against the norm, and how that shaped your career?

Yeah, one big moment was when I started making international moves early in my career. Some people were like, ‘Why are you doing that so soon?’ But I knew Afrobeats had the potential to go global, and I wanted to be part of that wave. Now, the world can’t get enough of Afrobeats, and I’m proud I made that call when I did.

How do you stay audacious in an industry that is constantly evolving? What advice do you have for people looking to make bold moves in their own lives?

Staying audacious is about never getting too comfortable. You have to keep pushing, keep reinventing yourself, and always aim to do better than your last move. For me, it’s all about staying ahead and keeping that hunger alive, in spite of my privilege and accomplishments. My advice to anyone trying to make bold moves—don’t wait for permission. Bet on yourself. Even when things seem risky or scary, go for it.

READ ALSO: I’m building biggest power plant in Nigeria — Davido’s father

What excites you the most about partnering with Martell on this campaign? How does the campaign reflect your personal and professional journey?

Honestly, what excites me the most is how real the message is. Martell is all about audacity and doing things differently, which is exactly how I’ve lived my life and built my career. This campaign is a perfect reflection of that energy—being fearless and owning your journey. It’s a big vibe.

How would you encourage the next generation of artists and creatives to be bold and carve out their own paths?

My advice is simple: don’t try to fit in. It’s cool to be different. There’s only one you, and that’s your power. So, trust your vision, put in the work, and don’t let anyone tell you that you can’t do it. The world respects authenticity—be bold and unapologetically yourself.

What message would you like to leave your fans with, especially in line with the “Be The Standout Swift” campaign?

Go out there and be the standout swift! Whatever you’re doing, whether it’s music, business, school, whatever, make sure you’re doing it in your own way. Don’t be afraid to make moves that others might not understand at first. Be bold, be audacious, and always stand out. Let’s keep soaring together. Much love!

READ ALSO:  ‘Timeless’ is my best album yet – Davido

To launch this chapter of the campaign, Martell has unveiled a new film starring Davido as the lead character and brought to life by award-winning director, Meji Alabi, who also shot the first campaign film. The plot is inspired by Davido’s decade-long contribution to Afrobeats, its critical acclaim, and its success. In recent years, Afrobeats’ music genre has exploded into pop culture globally, unapologetically redefining the world’s view on what it means to be African.

As an avid promoter of the message of taking initiative through audacity, Martell in itself has been pushing the boundaries of innovation. In 1973, it was the first cognac house to ship its barrels to America, and the Martell Blue Swift is a celebration of the brand’s innovative and historic ties with the United States, expanding into global markets across Europe, Asia, and Africa.

In this article

• Martell Cognac

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