McDonald’s Happy Meals see return of Disney toys

LOS A NGELES • McDonald’s USA and the Walt

Disney Co. on Tuesday announced their first Happy Meal promotion partnership since ending a previous relationship in 2006, after the fast- food chain slimmed down its menu for kids.

Their last exclusive 10- year cross- promotional deal was reportedly worth US$ 1 billion to Disney, according to the Los Angeles Times. McDonald’s Corp. paid US$ 100 million in royalties and conducted 11 promotions a year for Disney movies and television shows and opened restaurants inside its theme parks, the Times reported.

The new multi- year, nonexclusive agreement will begin in June with promo- tions, including Disney movie- themed Happy Meal toys, for Incredibles 2, followed in the autumn by Ralph Breaks the Internet: WreckIt Ralph 2.

Exec utives f rom both companies declined to disclose the duration or value of the new deal.

A McDonald’s spokeswoman said the new pact does not include any agreement on restaurants in parks but added: “We will continue to explore ways to bring this alliance to life.”

Disney introduced voluntary guidelines in 2006 that prohibited licensing of Mickey Mouse and other Disney characters for foods that fail to meet minimum nutrition requirements.

That same year, an Institute of Medicine report said that junk food marketing contributed to childhood obesity.

Since 2006, McDonald’s has taken numerous steps to make Happy Meals more nutritious and less fattening. Changes included adding fruit side options, cutting french fry portions and using menus to encourage consumers to order water rather than sugary soda.

T his June, all Happy Meals offered on McDonald’s U.S. menu boards in the United States will contain 600 calories or less, 10 per cent of calories from saturated fat and 10 per cent of calories from added sugar. More than three- quarters will have 650 milligrams of sodium or less.

Consultants and franchisees say Happy Meals account for roughly 15 per cent of McDonald’s U. S. sales. The company does not break out product sales, but said family trips represent 30 per cent of all visits to McDonald’s around the world.