Fast food company removes novelty toys from children’s meals
August 30th, 2011In a major step forward, we’re seeing fast food companies finally taking some responsibility and removing novelty toys from children’s meals.
With childhood obesity spiraling out of control we’re faced with the very real threat that, by 2020, 65% of our children will be overweight or obese.
What we’re seeing is a new generation of parents accustomed to the frequent consumption of takeaway food during their own childhood.
The placement of toys, novelty items and other pester-based items in children’s meals has long proven hugely successful in increasing patronage of fast food outlets. For instance, McDonalds has branded children’s play sets that include hamburgers and french fries. Such strategies are designed to build brand loyalty for life.
Until now, there has been a great deal of resistance to the removal of such influential merchandising – a highly contentious issue for government health strategies. The bottom line? Removing novelty toys has a negative effect on profits.
But now it’s great to see things changing. Corporate Affairs Manager at KFC, Zav Rich, has lead the way, saying it was, “the right thing to do.”
What we’re witnessing is the slow realisation by large multinational companies that their current model of using pester power to boost profits not sustainable in the future. The time is nearing when the government will legislate to regulate those industries that sell food high in sugar, salt and fat.
I would be surprised if the other fast food players don’t foolow suit. Any reluctance to act responsibly will lead simply to government regulation.
What we need is for the government to follow recommendations from the National Preventative Health Task Force and ban the sale or promotion of toys and other novelty items to drive sales of products targeted at children.
Written by Andrew Talati



