For 10 years Disney and McDonald's appeared to have a beautiful billion-dollar marriage. Happy Meals bore little figurines of Nemo, Mr. Incredible, and Peter Pan.
But no more. This is one relationship that's ending because of the children.
Disney is not renewing its billon-dollar, cross-promotional pact with the fast-food giant, which ends with this summer's release of Cars and Pirates of the Caribbean: Dead Man's Chest. The reason, in part, say multiple high-ranking sources, is the family-friendly entertainment giant wants to distance itself from fast food -- and its links to the epidemic of childhood obesity.
Disney's not the only studio that thinks french fries loaded with trans fats may be too hot to handle.
DreamWorks is working with McDonald's to promote Shrek 3, due out in 2007. But according to one top-level studio source, there is already internal debate about whether the lovable green ogre should steer clear of chicken nuggets and Big Macs in favor of the healthier fare on McDonald's menu, such as salads. Compounding the issue is the fact that Shrek is, after all, overweight.
The ending of the McDonalds-Disney partnership comes at a time when the processed and fast food industries are under fire on a number of fronts because of growing concerns about childhood obesity. Just last week, former President Bill Clinton succeeded in yanking sugary sodas from elementary school campuses.
But some say the more discreet actions of the movie industry could ultimately have a much greater impact, especially if other corporate giants follow suit.
"I think it would have impact in contributing to the cultural change that is necessary," says Dr. J. Michael McGinnis, the chairman of a National Academy of Sciences panel that just released a study showing how food marketing affected children's diets. "The committee thought it was important for the use of cartoon characters that appeal to children only to be used in the marketing of healthy products."
One of the industry's most prominent critics, Fast Food Nation author Eric Schlosser, said it will be hugely significant if the Hollywood studios don't want to be associated with Happy Meals. "It will put more pressure on McDonald's to change what they sell in Happy Meals. The obesity issue would be irrelevant if the food in the Happy Meals was healthy."
