McDonald's Happy Meal to Blame?

McDonald’s Happy Meal Toy to Blame?

Last month, the Center for Science in the Public Interest (CSPI) “urged McDonald’s to stop undermining parents and deceiving children with cheap toys that accompany unhealthy kids’ meals.  We filed a notice of intent to sue the fast-food chain if they didn’t.”

CSPI litigation director Stephen Gardner accused, “McDonald’s is the stranger in the playground handing out candy to children”.
 
In the case of “the stranger in the playground”, who is responsible to protect the children?  The playground?  The City who maintains the playground?  The companies that make playground equipment which lure children to swing on swing sets and slide down slides?

It is easy to place blame elsewhere when we are not satisfied with results whether it be childhood obesity, failure in the school room or a myriad of issues regarding children. 

Yesterday, McDonald’s Chief Executive, Jim Skinner, called the Happy Meal a "fun treat" and vowed to "vigorously defend our brand, our reputation, our food and our people."

Marion Nestle, author of "What to Eat" and a New York University nutrition professor, encouraged only occasional visits. She said in an e-mail that McDonald's aggressive marketing may have been fine when it was "considered a family treat (once a year on birthdays) and childhood obesity was a rare phenomenon."

But, she says times have changed, and the chain's tactics represent a deliberate attempt "to undermine parental responsibility. … If Happy Meals didn't contain toys, kids wouldn't nag their parents for them, and McDonald's wouldn't sell as many."

Who can blame the food industry for pandering to children since parents have made it clear that the children are the ones making the decisions? 

There are websites, educational materials, classes and other avenues to learn valuable nutritional and parenting guidelines.  McDonald’s lists the nutritional value of each of their food items on their website to enable parents to make wise food choices for themselves and their children.

The United Stated Department of Agriculture (USDA) website offers dietary information in the Welcome to the Eat Smart. Play Hard.™ Healthy Lifestyle! program, specifically designed for parents and caregivers to provide information to help you eat better, be more physically active and be a role model for your kids. This site contains information and resources to:

* Help you get started,
* Help you make smart choices,
* Prepare quick, easy, and healthy meals that taste good and
* Provide you with tips on how to increase physical activity in your life.

The USDA site also offers several fun options to help parents spark an interest in their children to learn and follow healthy guidelines.

Food Guru Jamie Oliver addresses the core problem not only in the way Americans eat food, but mainly in the options Americans have for food. His mission is to educate children and adults through his new show on ABC, “Jamie Oliver’s Food Revolution,” in which he travels around the country teaching families about how to eat. 

‘Nay-sayers’ abound regarding Oliver’s approach, but many American’s are in support of his efforts. 

An Asheville, SC viewer commented “I haven't stop thinking about this show. I was blown away by the fact that 6 year old children did NOT know what a tomato was but they could identify chicken nuggets and french fries! I think this guy may have the BEST reality show on television and I highly encourage everyone to watch it!”

Another viewer says “I have watched the 1st and 2nd episodes of Food Revolution and I am so thankful he has stepped in to do this amazing task... God Bless the USA and God Bless Jamie Oliver.”

When an Arkansas 8 year old, who affectionately calls it ‘Old McDonalds’, was asked about Happy Meal toys, he said, “If the toy is one I really want, it makes me happy.  But I have to eat my food first, before I can open it.”    In response to questions regarding his choice of food items, he said “I just listen to my Dad to help me choose what to eat.  My favorite is chicken nuggets and chocolate milk.  We only go to ‘Old McDonalds’ on special occasions, like when I get a shot for school or get good grades.”

Despite the public opinion polls cited by health advocates, Skinner cited company statistics showing that "nine out of 10 customers" don't agree with removing the toy and that "parents, in particular, strongly believe they have the right and responsibility to decide what is best for their children, not CSPI."

This debate will not soon be over and will probably eat up a lot of time and money in litigation.

Laura King