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Disney Dumps McDonald's

Meals Won't Be As Happy

By Mark Huffman
ConsumerAffairs.com

May 8, 2006

Childhood Obesity • Most Kids' Meals Exceed Suggested Daily Intake • Safeway, Warner Bros. Promote Healthful Kids' Food • Childhood Obesity Holding Steady, Study Finds • Doctor Offers Antidote To 'Super-Size Me' Diet • Spanish Language TV Linked To Latino Child Obesity • States Get Poor Grades on School Food • More Sleep Time May Cut Child Obesity • Kellogg Pledges Food Marketing Changes • Consumer Group Scolds Nickelodeon • CSPI: School Food Plan Should be Law of the Land • TV Food Ads Make Obese Kids Hungrier • Study Finds Food is Most-Advertised Kids Product • Senate Eyes Stricter School Lunch Standards • More Teens Having Weight Loss Surgery • Sedentary Teens More Likely to Have Higher Blood Pressure • Poll: Obesity Top Health Issue for Kids • Pediatricians Want Stricter Controls on Junk Food Ads • Brits Take Action on Junk Food Ads Aimed at Kids --- • More ...

Mickey Mouse and Ronald McDonald are going their separate ways. After a ten year joint marketing agreement, Walt Disney Company said it will not renew its arrangement with McDonald's to provide promotional figurines for the restaurant chain's Happy Meals.

The last Disney Happy Meal promotion will be this summer, with the release of "Cars and Pirates of the Caribbean: Dead Man's Chest."

Disney isn't giving a specific reason for the breakup, but the Los Angeles Times quotes a number of high-ranking company sources as saying Disney would like to put some distance between itself and McDonald's menu offerings, increasingly being blamed for obesity.

The Times also quotes a source at rival studio DreamWorks as saying studio executives are having second thoughts about a deal with McDonald's to promote "Shrek 3," set for release next year. Shrek is, after all, a little on the hefty side.

McDonald's, feeling the heat from nutrition advocates, recently launched a campaign to educate its customers about healthy food choices.

Eric Schlosser, author of "Fast Food Nation," told the Times that McDonald's has it within its power to reduce the flak it's receiving. "The obesity issue would be irrelevant if the food in the Happy Meals was healthy," he said.

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