McDonald's CEO Defends Use of Toys in Happy Meals

(July 7) -- With a fight brewing over its Happy Meals, fast-food giant McDonald's is stepping up to the plate.

Last week lawyers from the consumer advocacy group Center for Science in the Public Interest sent a letter to McDonald's threatening to sue for what it considered an illegal use of toys in Happy Meals to advertise unhealthy food to children.

But in a letter published today, McDonald's CEO Jim Skinner vowed to defend the practice.

Skinner took particular issue with what he called the "inflammatory rhetoric" used by CSPI lawyers, who described the use of toys in Happy Meals as "creepy and predatory" and likened McDonald's to "the stranger in the playground handing out candy to children." Skinner said CSPI's "twisted characterization" was "an insult to every one of our franchisees and employees around the world."

Skinner also contested the figure that CSPI used to evaluate the caloric content of the meals. CSPI had said 430 calories was a "reasonable lunch" for a young child, based on a recommended daily intake of 1,300 calories, and noted that no Happy Meal met that target.

"It seems that you purposefully skewed your evaluation of our Happy Meals by putting them in the context of a highly conservative 1,300 calorie per day requirement," wrote Skinner. "I'm sure you know this category generally applies to the youngest and most sedentary children."

Last year obesity rates rose in every single state in the nation, and many activists, including first lady Michelle Obama, are putting special emphasis on childhood nutrition as a way to prevent health problems later in life.

Researchers like Kelly Brownell, director of the Rudd Center for Food Policy and Obesity, have blamed junk-food advertisements aimed at children for creating a "toxic food environment" that prevents them from being able to make healthy food decisions. In a largely symbolic action, Santa Clara County in California voted to ban Happy Meal toys in April.

As with most efforts to regulate food companies, though, opponents decry what they see as "nanny state" regulation trumping personal responsibility in the case of Happy Meals.

"McDonald's doesn't make kids fat," writes John Stossel at Fox Business. "Parents have the power to say NO. They can order apples instead of fries, milk instead of soda. They can teach their kids to put down the Xbox controller and exercise."

Happy Meals aren't the only facet of McDonald's advertising to come under fire. Both the website Retire Ronald and some McDonald's shareholders have called for the company to do away with its iconic clown, likening him to other controversial mascots such as Joe Camel and Spuds MacKenzie.

For some, the bitter fights surrounding what was once an uncomplicated childhood treat are mostly depressing.

"Alas, the realm of food has become so fraught these days," writes Jennifer LaRue Huget at The Washington Post. "It's increasingly hard to just relax and enjoy a meal, Happy or otherwise."