Kids Can Press is condemning the unauthorized use of Franklin the Turtle by United States Defense Secretary Pete Hegseth.

On November 30, Hegseth posted on social media platform X an altered image of beloved Canadian children’s character Franklin the Turtle in U.S. military gear.

The image, which mimics a book cover, reads “A Classic Franklin Story: Franklin Targets Narco Terrorists.” It shows Franklin launching a missile from a helicopter at men in boats holding guns, alluding to the deadly U.S. military strikes on suspected drug-smuggling vessels in the Caribbean Sea and eastern Pacific Ocean. Above the post are the words “For your Christmas wish list …”

“Franklin the Turtle is a beloved Canadian icon who has inspired generations of children and stands for kindness, empathy, and inclusivity,” Kids Can Press said in a statement. “We strongly condemn any denigrating, violent, or unauthorized use of Franklin’s name or image, which directly contradicts these values.”

Franklin the Turtle was launched in 1986 with Franklin in the Dark by Paulette Bourgeois and Brenda Clark. Currently, the Franklin series has sold more than 65 million copies around the world.

Correction, Nov. 4, 2025: The article has been updated to reflect that Franklin books have sold in excess of 65 million copies and not 20 million, as previously reported.