McDonald’s McKids Toys
My family and I live in Vietnam where there’s nary a McDonald’s in sight. As a consequence, my toddler son doesn’t have a clue what the golden arches represent aside from the letter M.
When we visit Singapore, though, McDonald’s is everywhere and we guiltily enjoy the fries and soft ice cream cones. But because he has no attachment to the brand, we’ve avoided buying any McDonald’s play food or other branded toys.
Other parents haven’t been able to escape so easily and it will only get harder when McDonald’s introduces new toys in the autumn of 2006.
David Kiley at Business Week’s Brand New Day blog writes:
McDonalds is about to relaunch its McKids line of toysscooters, skateboards, bikes and trikes and suchaimed at getting children off their duffs to slim down.
{snip}
As Larry Light, McDonalds global chief marketing officer, told me, their motivation is to make moms feel better about McDonalds. Safe, fun, high-quality toys at a fair price will remind them that McDonalds restaurants, too, are safe and fun, with high-quality food at fair prices.
But as anyone who has watched Supersize Me or read Fast Food Nation can testify, nothing will ever really ease a parent’s guilty conscience when it comes to McDonald’s.
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POSTED IN: Children's Toys
3 opinions for McDonald’s McKids Toys
Jason
Jun 17, 2005 at 7:20 am
When working with kids in my office I often hear the word "McDonalds" offered as a reward, and you should see these kids eyes brighten. I read an article about overweight kids and the correlation between working parents, which said that they often used "food" as a reward to reduce negative behaviors. I’m looking foward to seeing Morgan Spurlocks new mini-series on steping into other people shoes, but I forgot what it’s called.
Sarah
Jun 17, 2005 at 8:38 am
I have never been all that keen on mcdonalds, but was horrified when I watched super size me. I must admit to finding their present advertising about been healthy some what hypocritical considering what they sell. I dont take my children there very often because by the time I pay out for the four of us to eat there we might as well have gone to a nice resterant to eat. As for the toys, If my children are after particular ones - I cheat and get them off Ebay lol
Interesting read.
Lei
Jun 17, 2005 at 9:11 am
Jason and Sarah - Thank you for your comments!
Jason, My son doesn’t get excited about McDonald’s but I must admit he really likes getting gummy candy as a reward for using the potty. :D
Sarah, Getting the toys off eBay is a fantastic idea!
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