• October 17, 2007

The Campaign for a Commercial-Free Childhood is demanding that McDonald's end what it calls "its highly sexualized My Scene Barbie Happy Meal promotion."

"It's bad enough that McDonald's continues to use toys to sell kids on junk food," said CCFC's director, Dr. Susan Linn, a psychologist at Judge Baker Children's Center. "But to lure young girls to its restaurants by promoting the worst sexualized stereotypes is reprehensible."

The promotion runs through Oct. 28. McDonald's is giving away four Barbies and four sets of Barbie bracelets during the four-week promotion.

In response to concerns about childhood obesity, McDonald's has moved to position itself as a socially responsible marketer. In June, as part of the food industry's efforts to ward off regulation, the fast food giant pledged to change its marketing practices and to produce advertising that includes "healthy lifestyle messages" for children.

"Parents all over the world are concerned about the sexualization of little girls," said Linn. "We hope that the Global Mom's Panel will consider the well-being of their daughters, and other people's daughters, by joining us in urging McDonald's to end its exploitative Barbie promotion."

In response, McDonald's spokesperson Heidi Barker said, "Barbie has been a familiar and fun toy enjoyed by millions of families for decades. That's why it continues to be a popular Happy Meal Toy."

--Nina M. Lentini