• Ad Age, Tuesday, October 17, 2006 1 PM

Walt Disney Co. says it will stop licensing its characters for food products that are unhealthy, and it will also ban trans fats products at McDonald's restaurants in its theme parks. The guidelines take effect immediately for licensing deals, but will be phased in as existing contracts expire. Most Disney licensing deals end by 2008, but a Kellogg Co. deal for cereal has another seven years to run. In addition, Disney Consumer Products has licensing deals with Kellogg's Keebler division, Coca-Cola's Minute Maid and McDonald's for Happy Meals.

Disney's guidelines include limiting portions and calories in kids' packages; limiting fat to 30 percent of calories for main and side dishes and 35 percent for snacks; limiting saturated fats to 10 percent of calories for main dishes, side dishes and snacks; and ensuring that added sugar does not exceed 10 percent of calories for main dishes and side dishes and 25 percent for snacks.

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