Major Fast Food Chain Pulls Kids' Meal Toys. Progress?

jack in the box, kids meals
5th-largest burger chain yanks toys from its kids meals.

Is today the real beginning of the end of toys in kids’ meals?

National fast-food chain Jack in the Box is no longer including a piece of flashy plastic kids’ movie referencing junk in their all-in-one meals marketed to kids.

What makes the chain’s move different from banned Happy Meal toys at McDonald’s is that it’s completely voluntary. And happening in all of its restaurants — right now.

Jack in the Box spokesman Brian Luscomb told Reuters that the San Diego-based company’s decision is not related to recently passed laws in a San Francisco and one of its suburbs, which requires meals to meet certain nutritional standards before they can include enticements for  children.

Instead, a spokesman for the company, Randy Carmical, said they wanted to focus on offering better food options. Interesting that these better options look a lot like the ones McDonald’s has to offer — apples with caramel dipping sauce, for example.

The burger (and 99-cent taco) chain has won praise from the harshest of critics, the Center for Science in the Public Interest. From Reuters:

It’s terrific that Jack in the Box has taken this step,” said Margo Wootan, nutrition policy director at the [CSPI]. “It’s really a monumental step that I hope their competitors will emulate.”

Me, too. This feels somewhat monumental, for whatever reason they’re doing it — which is more due to expense than anything altruistic like establishing a connection between kids and a brand, a brand that, in the end, offers up nutritionally empty, unhealthful offerings. Those cheap plastic toys that typically wind up in the trash make up half of the fast-food industry’s marketing costs, so Jack in the Box, the fifth largest hamburger chain in the country, could save a bundle.

Interesting that the one group to voluntarily stop handing out toys is the only chain named for a toy. Totally irrelevant, just wanted to say it.

I’m all for industry — no matter how its individual members were named — taking responsibility. But I’d also like to see more regulation when it comes to advertising directed at kids — not just for fast food, but in general.

Do you think this is progress?

Photo: prosavage2600 via wikipedia

This mom didn’t want to give her kids fast food at first — find out what happened once she did.

Article Posted 5 years Ago
share this article
facebook twitter tumblr pinterest
See Comments
what do you think?
share this article
facebook twitter tumblr pinterest
See Comments
what do you think?
what do you think?
close comments

Related Videos