Ronald McDonald and the Happy Meal Toy

He was the most famous man who never lived.   The iconic image of this rugged, handsome cowboy riding off in the sunset was indelibly stamped in the hearts and mind of both smokers and does who staunchly opposed it.  He was so effective in tugging both the heart strings and pocket strings of people of all ages all over the world and personally responsible for the suffering of millions that he was eventually banned from TV, print and billboards.

Who was this man?  He only went by the name of Marlboro.  Unfortunately today, another insidious icon lives by the name of Ronald McDonald -- an American icon who may not have caused deaths but is personally responsible for the expanding waistlines of millions of children who consider him more affable than Santa Claus.

I am personally well aware of McDonald’s popularity in  I live in a neighborhood in SE DC, where McDonald’s is more venerated than the grocery store.

According to the 2010 US Census, single parents comprise 70 percent of all poor families with children.  When there is only one parent or if both parents are working long hours, there is often no one available to prepare meals at home, making fast food a very easy alternative.  

According to a March 28, 2010 study in "Nature Neuroscience," fast food is addictive. The study likened the effects of high-calorie fast food to those of cocaine or heroin, in animals.  There are also claims to the structural changes to the brain because of fast-food consumption. 

The stress of low-income thus may lead to craving of unhealthy food, and the effects of childhood obesity can be devastating. Childhood obesity leads to better chances of obesity as an adult and raises the cost of health insurance for everyone.

Raising the issue of choosing McDonald’s locations in the inner city is like raising the issue of cell phones affecting the brain – it may or not be true, but it won’t change consumer behavior. According to the book Supersize Me in the city of Manhattan, there are four McDonald’s and 67,000 residents per square mile with many American cities following a similar trend.  With 50-100 McDonald’s opening each year, there is a McDonald’s in virtually every American neighborhood of all income levels.

So McDonald’s on highways and byways across America is as ubiquitous as Google on the internet.  But should McDonald’s be allowed to market to children?  Perhaps there is no other form of advertisement as effective and insidious as the Happy Meal toy.  These toys are treasured by children (and even adults who collect and sell them) all over the world. In some cases, the toys have gained greater worth than the money spent on purchasing the entire meal.  Giving away free toys does not affect McDonald’s bottom line, because the majority of times, these toys are provided by toy makers or movie studios who also see this as an effective and lasting way to market their brands and productions.

Three weeks ago, I sent an online poll to students in two of my classes: Business and Public Policy and Ethics.  Of the 60 respondents, 55% believed that McDonald’s use of the Happy Meal toy was deceptive marketing while 35% believed that the use of the toy was ethical (10% was undecided).

Last December, the Center for Science in Public Interest filed a lawsuit to stop McDonald’s from using the toys to market their meals.  Last week, I sent McDonald’s an email asking them to respond to this claim. 

Good afternoon,

In response to your inquiry, please find below a statement for your use:

February 16, 2010

“While we share in the desire to find a meaningful solution to the growing problem of kids' health and nutrition, we believe taking away a toy from a kids meal

does absolutely nothing to improve children’s health, nutrition or well-being. 

We are extremely proud of our Happy Meals which give our youngest guests wholesome food and toys of the highest quality. Getting a toy with a kid's meal is just one part of a fun, family experience at McDonald's.

Public opinion has – and continues to be - overwhelmingly against this idea. It does not reflect what consumers want, nor is it something they asked for. Parents tell us they want to have the right and responsibility to make their own decisions and decide what’s right for their children – not lawmakers.

Any fair and objective review of our menu and the actions we’ve taken will demonstrate we’ve been responsible, we’re committed to children’s well being, and we’ll continue to learn and take action for our customers that is guided by science and facts.

Banning a toy is not the way to fight obesity or improve children’s well-being. Solutions will come only from education and awareness based on science and fact.”

Danya Proud, Spokesperson

McDonald’s USA

McDonald’s may be right in having public opinion on their side.  According to my online poll, I sent to students at GWU, 70% of the respondents believed McDonald’s should be allowed to keep the toy (Despite the fact that 55% felt it was a deceptive use of advertising).

The pie chart is the results of the survey we conducted at GWU (60 respondents).

Perhaps many of those who sided with McDonald’s feel that it’s their first amendment right to include a toy. Many may also agree with McDonald’s that the parents have to take responsibility in choosing and exercise is the answer.

When the Center for Science in Public Interest was asked about McDonald’s inclusion of a healthy choice in the Happy Meal selection (chicken nuggets, apple dippers, lowfat milk that amounts to a total of 450 calories as opposed to 590 for the hamburger and fries selection), the CSPI responded that most parents don’t choose this option.  The CSPI did their own consumer test in several stores in the DC-area and found out that McDonald’s don’t make the healthy selection available unless the parents ask for it.

Just like how many parents can be nagged to purchase a Happy Meal, despite their interest to eat healthier, many parents will also succumb to the kids’ request for the hamburger and fries.

Yes, it’s the parents’ ultimate decision and more than likely the vast majority of parents throughout America are exhibiting control of their children’s diets.  However, as mentioned earlier, there are many low-income families and single parents who have not maintained control and who are letting their children do whatever they want.

McDonald’s is affordable, convenient, the toy is a great attraction especially for low-income kids.

And if you believe that some fast food is addictive and if poverty is stressful, than low income families may be more prone to succumb to the addiction of fast food, then perhaps McDonald’s “predatory” advertising towards children (through the use of the Happy Meal toy) is insidious and should be regulated so that the obesity rates of low income families can be controlled.