Iger's Disney Defends McDonald's Relationship
Parmy Olson, 05.09.06, 2:20 PM ET
Full story at: http://www.forbes.com/facesinthenews...acescan11.html
One can't argue against Happy Meals being a useful marketing tool for The Walt Disney Company, the media giant let by Chief Executive Robert A. Iger. Millions of children who've been granted the request of the McDonald's kids meal by their parents have eagerly peered into their brightly colored receptacles to find, nestled in between a hamburger and regular fries, a plastic Disney character wrapped in impenetrable see-through packaging.
It was covetable exposure for Disney's current or upcoming feature films, yet last summer it was disclosed by both companies that they would not be renewing their marketing pact when it expires next year. Yet although the decision had been made some time ago, a recent report in the Los Angeles Times has now mused on why that was the case.
It said that "multiple high-ranking sources" within Disney wanted the company to distance itself from unhealthy eating and junk food. Might the Magic Kingdom have indeed been wary of the constant association with burgers, fries and greasy fingers?