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My son’s break was the giant sandbox. As the countless grains poured between his little fingers into every fold of clothing, there wasn’t one thought of latest toy poised to save the galaxy from the evil dollars in our bank accounts. For the time being, it was all about the sand that could be found anywhere.

No one told him that he needed it to be cool, safe or justify his blackness. There was no prompting from a commercial showing a bunch of kids his age shrieking about how fun it was. It was simply what it was, a kid discovering the joy of covering himself with something that needed no advertising. Then I checked my phone and came across an ad for beach vacation and realized yes, sand can indeed be marketed. They got me again.

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Everything Can’t Be Marketed  was originally published on

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