After the agreement to restrict the availability of soft drinks in schools, news that the corporate partnership landscape is also shifting in response to the national battle of the bulge: Disney Loses Its Appetite for Happy Meal Tie-Ins.
Disney is not renewing its cross-promotional pact with the fast-food giant [McDonalds], 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.
While the companies will remain on 'friendly' terms, this event, if its is replicated in other partnership markets, may have a greater impact on company product offerings and promotions than any other action to date. Are entertainment companies heeding the call of a national advisory panel to reduce the promotion and advertising of unhealthy food products to children? Developing a social conscious with respect to consumers and stakeholders?