Disney toys out of Happy Meals
Walt Disney Company Renegotiating Relationship With McDonalds
May 7, 2006
(Source:www.jimhallmedia.com)
The Walt Disney Company announced that, after July 2006, it will no longer enclose any of its movie-themed toys in McDonald's Happy Meals. It's seeking to "renegotiate" its relationship with various food companies, so that Disney products aren't associated with marketing junk food to children.
Has Disney finally developed a social conscience? Not really. Books and movies, such as Fast Food Nation and Supersize Me, have hammered McDonald's reputation (and stock prices), and Disney doesn't want to get entangled in any "Big Food" litigation. Twenty percent of American children are clinically obese and, despite the controversial "Cheeseburger Law," legal firms are sniffing for possible lawsuits. Canceling Happy Meals tie-ins will give Disney some cover if they're forced to appear in court. However, this won't affect the many McDonald's kiosks and restaurants in Walt Disney world, since Disney still wants to promote its products in the 30,000+ Golden Arches worldwide.
Last year, Disney filed a patent for a technology that will allow fast-food patrons to download video content onto their portable machines. Maybe one day you can watch a Disney short on your iPod while scarfing down a Big Mac.
