The childhood obesity issue has apparently led a major film studio to cut its ties with fast-food marketer McDonald's Corp. Walt Disney Co., a longtime marketing with McDonald's, has decided to end
its cross-promotional agreement with the restaurant chain and will no longer supply toy figurines of movie characters like Nemo and Mr. Incredible in Happy Meals. The agreement between the two
companies will end with this summer's release of the Disney movies ''Cars" and ''Pirates of the Caribbean: Dead Man's Chest." Not only that, but another film studio, DreamWorks, is rethinking its
relationship with McDonald's and its deal to promote "Shrek 3," which is due out in 2007. The moviemaker is reportedly debating whether the Shrek character should steer clear of Chicken McNuggets and
Big Macs in favor of the healthier fare on McDonald's menu, such as salads. The end of the Happy Meal partnership comes at a time when the processed- and fast-food industries are under fire on a
number of fronts because of growing concerns about expanding waistlines, particularly among youngsters. Just last week, former President Clinton succeeded in yanking sugary sodas from elementary
school campuses. But the break with Disney is not total, because McDonald's fare will continue to be a staple in Disney's theme parks. Disney also is leaving open the possibility of McDonald's
promotions geared toward adults.
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