McKids works to make kids McFit
McDonald's lends its license to a new line of active toys
By Thomas Sosnowski -- Playthings, 7/1/2005
Hey, McDonald's gets it. Maybe due to its lead others will soon follow and address an issue that has been percolating within the toy industry of late.
Back in January Playthings addressed the issue of child obesity and how it relates to the toy industry. And boy did we get some feedback—everything from “why are you making the toy industry a scapegoat for poor eating and physical activity habits” to “it's about time someone stirred the fudge to promote change.” We actually had people telephone us and ask why we were writing this.
Well, we may not have been the first press outlet to write about the need to get kids active, but we like to think we were pretty close and maybe made a difference somewhere.
Regardless, last month's licensing show revealed that McDonald's, not necessarily a cornerstone of promoting physical fitness, is launching a line of toys aimed at getting kids active.
“What we are doing is showing our commitment to getting kids up off the couch,” McDonald's director global marketing Amy Moynihan told Playthings. “The products are going to be fun and promote an active and healthy lifestyle.”
The line is called McKids (Mc of course) and will include skateboards, scooters, outdoor play equipment, active videos, clothing and accessories. DIC Entertainment is the worldwide licensing agent for McDonald's and the goal is to reverse that increasing trend of our kids becoming sedentary.
In the official release, Larry Light, McDonald's global chief marketing officer ads, “One of the strategic pillars of our leadership marketing is promoting balanced active lives. Our McKids line will do just that.”
The step is a big, positive stride for the toy industry. Now, we're not saying McDonald's was the first company to start promoting active play via toys for children, but they are indeed one of the most well-known trademarks around the globe. And with the ability to market globally, the company can make a difference in the health of today's kids.
Also, DIC and McDonald's will introduce a brand new line of vintage apparel at specialty shops late this year. Featured on the apparel will be some of McDonald's most memorable ad themes and vintage logos.
DIC chairman and CEO Andy Howard notes, “We believe this is a tremendous opportunity to create product lines that deliver fun and entertainment, as well as build children's awareness to the importance of an active lifestyle.
This may not be the panacea for what ails our children, but it is a starting point. When an 800-pound gorilla like McDonald's puts its weight behind a cause it isn't a matter of if change will happen, it's a matter of when. With this initiative kicked off, it might be the right time for other manufacturers to get on board.
