13th
June
2006
Disney cuts off promotion ties with McDonalds
posted in brand management |
LOS ANGELES — For 10 years, Walt Disney Co. and McDonald’s appeared to have the perfect marriage. Happy Meals bore little figurines of Nemo, Mr. Incredible and 101 Dalmatians.
But no more. This is one relationship that’s ending in part because of the children.
Disney is not renewing its cross-promotional pact with the fast-food giant, ending the arrangement with this summer’s release of “Cars” and “Pirates of the Caribbean: Dead Man’s Chest.” One reason, say multiple high-ranking sources within Disney, is that the company — which prides itself on being family friendly — wants to distance itself from fast food and its links to the epidemic of childhood obesity.
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