“Movies like Coco made people more familiar with the holiday, but they aren’t as familiar with the meaning behind the rituals and the importance of Día de los Muertos in our culture,” said Rutgers-New Brunswick senior and president of the Mexican-American Student Association (MASA), Axel Caballero. Even Ken and Barbie can be seen sporting traditional calaca (skeleton) costumes and Target sells merchandise for the day. Today the holiday’s symbols – especially ornate sugar skull designs – adorn everything from U.S. Once a celebration largely unknown outside of Mexico, Día de los Muertos has gone mainstream in the United States.
