Kenneth Mendez, the president and CEO of the Asthma and Allergy Foundation of America, wrote an open letter to the studio Saturday asking for the opportunity to educate the company and the film's cast on the realities of food allergies and urged the studio to "examine your portrayal of bullying in your films geared toward a young audience".
The filmmakers and studio behind the new children's movie Peter Rabbit have issued an apology after drawing ire over a scene pertaining to a food allergy.
"In addition to the organization's complaints, many parents have called for a boycott of the children's movie, and the hashtag "#boycottpeterrabbit" has gathered support on Twitter.
To include a scene in a children's film that includes a serious allergic reaction and not to do it responsibly is unacceptable, as is bullying.
A petition was also started on Change.org to get the scene cut from the film, attracting almost 10,000 signatures at the time of writing.
In Peter Rabbit, released next month, the rabbits' arch nemesis Mr McGregor has died and his nephew Tom takes charge of the vegetable patch with a renewed vigour and disdain for the "vermin".
The film was released in the U.S. last week.
"To spread a message that condones such victimising and risky behaviour amongst children is grossly offensive to worldwide viewers, especially those who live with severe allergic disease".
Groups from around the world condemned it for "making light" of food allergies.
"During a reaction, patients require the life-saving drug epinephrine and must go to the nearest hospital for follow-up treatment", it said.
The movie "Peter Rabbit" was marred with controversy well before the allergy issue.
KFA said the fear and anxiety experienced during an allergic reaction is very serious. "It encourages the public not to take the risk of allergic reactions seriously, and this cavalier attitude may make them act in ways that could put an allergic person in danger".