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Kids meal toys: Temptresses of joy or industry scapegoat?

July 7, 2010 by Suzy Badaracco — President, Culinary Tides Inc

I awoke to a crime scene in my living room the other morning. Armed with just a bathrobe and mad hair I approached the blood stained cloth and bloody foot prints left by the victim. There was just one witness but no one was talking. After studying the evidence and examining the suspects, patterns emerged from the chaos. The witness, Lilly, the victim, Teddy – two baby guinea pigs – and the weapon, a cat toy. It seems Teddy’s foot had gotten caught in the toy and when freeing herself she had ripped out her nail. A trip to the vet, a course of antibiotics, and three hours later she is on the road to recovery. Toys – never underestimate these devious temptresses of joy, these devils in disguise.

Take CSPI’s lawsuit against McDonalds. Clearly toys in Happy Meals are the REAL masterminds behind the obesity epidemic. Why have we not realized this before? (Maybe because there were toys in kids meals when I was growing up, before kids got chubby.) Because there is no way a kid would order a kids meal unless there was a toy attached. They would simply go for an adult-sized meal with even more calories, or perhaps boycott meal time altogether.

I actually do like the CSPI, or more accurately, the idea of them. All industries need watchdog groups to keep companies on their toes and to act as an immediate voice for the public. Whom I appreciate even more though are groups who ride both sides of the fence. Groups like the American Dietetic Association (ADA) or American Heart Association (AHA) can behave as an adversary or as an ally to industry, depending on the issue and corporate movement. This demonstrates commitment by these groups to not only point out problems, but be willing to come together to also produce solutions – that shows true commitment to solving an issue.

But it is not a perfect system and sometimes an extreme version of the issue arises or pinpoint focus takes attention from the bigger picture. Sometimes I wonder if these micro issues come up because the real one of obesity is so staggeringly complex it is almost too overwhelming to comprehend. So perhaps it is easier to attack something within reach – although it is not necessarily a worthwhile battle – as it is not a contributing factor but simply subtext to the parent issue.

What is most ironic about fast food taking the brunt of blame for the obesity crisis is that it is this segment of the food industry that was first to respond to childhood obesity. Think BK’s apple fries, McDonalds’ apple dippers. It is the rest of the food industry who has been slower to respond to changing kids meals. One national casual dining chain recently launched their first kid’s menu and offers fries as the only side. And if the child orders mac and cheese – they get no sides – NO SIDES! The funniest part is mac and cheese is the cheapest and least healthful item on the menu.

The focus should be on the food – not the enticements. If the industry really wants to confuse the adversarial groups why not tie the toys to the healthful menu choices. What would happen, for example, if the child would only get a toy with the meal if they ordered the apples as their side or the low fat milk as their drink? Or why not add a smaller version of a main meal salad to the kids menu – I think adversaries would just freak out and the ADA would applaud.

So stand strong, don’t let the turkey’s get you down, and always keep them guessing. Meanwhile maintain alliances with respected, health focused groups who really are solutions oriented and keep enticing kids with healthful meal options.

I have to give my piggies their collard greens now and as my kids say “I really think it’s great that they are just babies but they still eat all their vegetables.” They really are living the dream.