Capitalist enterprises continuously push consumption of commercial products on children, for instance in the form of transmedial worlds in which multiple stories can play out across media and over time. The popular Swedish children's franchise Bamse has undergone an obvious capitalist expansion over time, with more and more commodities being made available for purchase. At the same time the brand continues to be promoted as a force for spreading good values and thus provides a valuable service to its audience of Swedish children. The present article explores, through a combination of paratextual analysis and political economy, how these inculcative and commercial goals coexist in a tense but seemingly functional configuration.