kids' meal
{{short description|Fast food meal marketed to children}}
{{for|the section of a restaurant menu|children's menu}}
File:New KM.jpg kids' meal]]
{{Meals}}
File:Mcdonelds Happy meal.jpg kids' meal is called a Happy Meal.]]
The kids' meal or children's meal is a fast food combination meal tailored to and marketed to children. Most kids' meals come in colorful bags or cardboard boxes with depictions of activities/games on the bag or box and a toy inside.{{cite news|url=https://news.google.com/newspapers?id=3oVKAAAAIBAJ&pg=6140,5493787|title=Fast food meals for kids come under fire|last=Bishop|first=Pete|date=20 March 1990|work=The Daily Telegraph|access-date=21 October 2012}}{{cite news|title=Restaurants serve up toys for kids|last=Reynolds|first=Annette|date=18 February 1989|work=State Times}} Most standard kids' meals comprise a burger or chicken nuggets, a side item, and a soft drink.
History
One of the earliest kids' meal, Funmeal,{{cite news |url=http://www.nypost.com/p/lifestyle/food/item_QQxacRO62DAByNq5IqQGwO/1 |title=MC in a box |last=Spartos |first=Carla |date=9 September 2009 |work=New York Post |page=2 |access-date=21 October 2012 |archive-url=https://web.archive.org/web/20210727203259/http://www.nypost.com/p/lifestyle/food/item_QQxacRO62DAByNq5IqQGwO/1 |archive-date=27 July 2021 |url-status=live }} emerged at Burger Chef in 1973 and succeeded. Discerning the popularity of the kids' meal, McDonald's introduced its Happy Meal in 1978,{{refn|group=note|1=Burger Chef filed suit against McDonald's over the Happy Meal but lost the case.{{cite news |url=http://docs.newsbank.com/s/InfoWeb/aggdocs/AWNB/13A045A45012E610/0DF73E411D70C6CA |title=New Factor Can Lift Stock, But It Can't Be Only Factor |last=Whitfield |date=26 September 2011 |work=Investor's Business Daily |access-date=21 October 2012 |archive-url=https://web.archive.org/web/20190709121706/http://iw.newsbank.com/iw-search/we/InfoWeb?p_action%3Ddoc%26p_theme%3Daggdocs%26p_topdoc%3D1%26p_docnum%3D1%26p_sort%3DYMD_date:D%26p_product%3DAWNB%26p_docid%3D13A045A45012E610%26p_text_direct-0%3Ddocument_id%3D%28%2013A045A45012E610%20%29%26s_lang%3Den-US%26p_nbid%3DT5EV53FIMTM1MDg0MTIxNi4yMzA3O |archive-date=9 July 2019 |url-status=live }}}} and other fast food corporations, including Burger King, followed suit with their own kids' meals.{{cite book|last=Smith|first=Andrew F.|title=Fast Food and Junk Food: An Encyclopedia of What We Love to Eat|chapter-url=https://books.google.com/books?id=Wq3tvL_uIHcC&pg=PA393|year=2011|publisher=ABC-CLIO|isbn=9780313393945|pages=393–394|chapter=Kids' meals}}
Some fast food corporations considered children as their "most important" customers, owing to the success of the kids' meals. Their effectiveness has been ascribed to the fact that the patronage of children often means the patronage of a family and to the allure of the toys, which often are in collectible series. In 2006, $360 million of the expenditures of fast food corporations was for toys in kids' meals, which numbered over 1.2 billion.
In recent years, the popularity of the kids' meal has receded, with a study by NPD Group indicating that there was a 6% decrease in kids' meal sales in 2011. Explanations include parents' realization that kids' meals are unhealthy, parents' desire to save money (opting instead to order from the value menu), as well as kids' outgrowing the meals earlier than before. Children have "become more sophisticated in their palates" and seek items from the regular menu but in smaller servings.{{cite news |url=https://www.orlandosentinel.com/2012/04/22/theres-less-appetite-for-childrens-meals-at-restaurants/ |title=There's less appetite for children's meals at restaurants |last=Pedicini |first=Sandra |date=22 April 2012 |work=Orlando Sentinel |access-date=21 October 2012 |archive-url=https://web.archive.org/web/20120426062425/http://articles.orlandosentinel.com/2012-04-22/business/os-parents-ordering-fewer-kids-meals-20120422_1_happy-meals-largest-fast-food-chains-value-menus |archive-date=26 April 2012 |url-status=live }} Kids' meal toys are also no longer appealing to the increasingly technology-oriented youth,{{cite news |url=http://abcnews.go.com/Business/t/story?id=7693847&page=1 |title=Toys may be story in kids meals' steady decline |last=Horovitz |first=Bruce |date=28 May 2009 |work=USA Today |access-date=21 October 2012 |archive-url=https://web.archive.org/web/20131203134128/http://abcnews.go.com/Business/t/story?id=7693847&page=1 |archive-date=3 December 2013 |url-status=live }} who prefer video games.{{cite news |url=http://www.kansascity.com/2012/06/18/3680266/kids-meals.html |title=Kids' meal orders decline as restaurants offer more healthful choices |last=Smith |first=Joyce |date=27 June 2012 |work=The Kansas City Star |access-date=22 October 2012 |archive-url=https://web.archive.org/web/20121012200725/http://www.kansascity.com/2012/06/18/3680266/kids-meals.html |archive-date=12 October 2012 |url-status=live }}
Kids' meals have evolved in response to critics, offering healthier selections and greater variety. In 2011, nineteen food chains participating in the Kids Live Well initiative—including Burger King, Denny's, IHOP, Chili's, Friendly's, Chevy's, and El Pollo Loco—pledged to "offer at least one children's meal that has fewer than 600 calories, no soft drinks and at least two items from the following food groups: fruits, vegetables, whole grains, lean proteins or low-fat dairy".{{cite news |url=https://www.latimes.com/archives/la-xpm-2011-jul-13-la-fi-restaurants-kids-20110713-story.html |title=Restaurants to offer more-healthful fare for kids |last=Bernstein |first=Sharon |date=13 July 2011 |work=Los Angeles Times |access-date=21 October 2012 |archive-url=https://web.archive.org/web/20120522061852/http://articles.latimes.com/2011/jul/13/business/la-fi-restaurants-kids-20110713 |archive-date=22 May 2012 |url-status=live }}
Criticism
There have been concerns from food critics about the nutritional value of the kids' meal. A 2010 study by the Rudd Center for Food Policy and Obesity inspecting the kids' meals of twelve US food chains{{cite news |url=http://www.wcsh6.com/news/local/story.aspx?storyid=135869 |title=Study finds healthy kids' meal choices are few and far between |last=Christian |first=Ken |date=8 November 2010 |publisher=NBC |access-date=21 October 2012 |archive-url=https://archive.today/20130205220111/http://www.wcsh6.com/news/local/story.aspx?storyid=135869 |archive-date=5 February 2013 |url-status=live }} concluded that of 3,039 entrée combinations, twelve satisfied the advised levels of fat, sodium, and calories for preschool kids and fifteen those for older kids.
=Inappropriate toys=
Burger King has received controversy for promoting and aiming at children several PG-13 rated films, including The Lost World: Jurassic Park, Small Soldiers,{{cite web|url=http://www.eonline.com/news/36690/small-soldiers-big-controversy|title=Small Soldiers, Big Controversy|date=10 July 1998|work=E! Online|access-date=29 April 2016}} Wild Wild West, Star Wars: Episode III – Revenge of the Sith,{{cite web|url=https://money.cnn.com/2005/05/24/news/midcaps/starwars_burgerking/index.htm?section=cnn_topstories|title=Critics take aim at Burger King's 'Star Wars' meal - May. 24, 2005|access-date=29 April 2016}} and The Simpsons Movie.{{cite web|url=http://www.disboards.com/threads/ot-bk-toys-for-pg-13-simpsons-movie.1564823/|title=OT: BK toys for PG-13 Simpson's movie|work=The DIS Disney Discussion Forums - DISboards.com|date=29 August 2007 |access-date=29 April 2016}} McDonald's similarly received criticism for releasing Happy Meal toys for the film Batman Returns, eventually recalling and stopping the promotion of the toys following complaints from parents that Batman Returns was unsuitable for children. Despite the controversy, McDonald's still promoted the film's sequel Batman Forever three years later.Olly Richards (September 1992). "Trouble in Gotham", Empire, pp. 21—23. Retrieved on 2008-08-14. When McDonald's promoted 2015's Minions there was controversy because parents thought one of the toys used profanity.{{cite web|url=http://mashable.com/2015/07/09/cursing-minions-at-mcdonalds/|title=Is this McDonald's 'Minions' toy saying 'what the f*ck' or what?|author=Jessica Eggert|date=9 July 2015|work=Mashable|access-date=29 April 2016}}
Legislation
In the United States, kids' meals have been blamed for ingraining unhealthy dietary habits in children and augmenting child obesity.{{cite news |url=https://www.chicagotribune.com/2012/04/10/mcdonalds-rivals-see-diminishing-appeal-for-kids-meals/ |title=McDonald's, rivals see diminishing appeal for kids meals |last=York |first=Emily Bryson |date=10 April 2012 |work=Chicago Tribune |access-date=21 October 2012 |archive-url=https://web.archive.org/web/20121114015042/http://articles.chicagotribune.com/2012-04-10/business/ct-biz-0411-happy-meals-20120410_1_kids-meals-dollar-menus-mcdonald-s-happy-meal |archive-date=14 November 2012 |url-status=live }} In 2010, Santa Clara County, California implemented a ban on toys accompanying kids' meals that fail nutritional standards;{{cite news |url=http://www.cnn.com/2010/LIVING/04/28/fast.food.toys.california/index.html |title=Toys banned in some California fast food restaurants |last=Bonisteel |first=Sara |date=28 April 2010 |work=CNN |access-date=21 October 2012 |archive-url=https://web.archive.org/web/20131005020919/http://www.cnn.com/2010/LIVING/04/28/fast.food.toys.california/index.html |archive-date=5 October 2013 |url-status=live }} affected restaurants showed a 2.8- to 3.4-fold improvement in Children's Menu Assessment scores{{Cite journal|last1=Krukowski|first1=Rebecca A.|last2=Eddings|first2=Kenya|last3=Smith West|first3=Delia|date=2011|title=The Children's Menu Assessment: Development, Evaluation, and Relevance of a Tool for Evaluating Children's Menus|journal=Journal of the American Dietetic Association|language=en|volume=111|issue=6|pages=884–888|doi=10.1016/j.jada.2011.03.018|pmid=21616202}} from pre- to post-ordinance (e.g., improvements in on-site nutritional guidance; promotion of healthy meals, beverages, and side items; and toy marketing and distribution activities) with minimal changes at unaffected restaurants.{{Cite journal|last1=Otten|first1=Jennifer J.|last2=Hekler|first2=Eric B.|last3=Krukowski|first3=Rebecca A.|last4=Buman|first4=Matthew P.|last5=Saelens|first5=Brian E.|last6=Gardner|first6=Christopher D.|last7=King|first7=Abby C.|date=2012|title=Food Marketing to Children Through Toys|journal=American Journal of Preventive Medicine|language=en|volume=42|issue=1|pages=56–60|doi=10.1016/j.amepre.2011.08.020|pmid=22176847}} San Francisco County enacted the same ban,{{cite news |url=http://www.cnn.com/2011/11/30/health/california-mcdonalds-happy-meals/index.html |title=Happy Meal toys no longer free in San Francisco |last=Park |first=Madison |date=1 December 2011 |work=CNN |access-date=21 October 2012 |archive-url=https://web.archive.org/web/20120621095043/http://www.cnn.com/2011/11/30/health/california-mcdonalds-happy-meals/index.html |archive-date=21 June 2012 |url-status=live }} and similar ones have been proposed or considered in other cities or states across the country.{{refn|group=note|New York City;{{cite magazine |url=https://healthland.time.com/2011/04/06/new-york-city-council-considers-banning-happy-meal-toys/ |title=New York City Council Considers Banning Happy Meal Toys |last=Melnick |first=Meredith |date=6 April 2011 |magazine=Time |access-date=21 October 2012 |archive-url=https://web.archive.org/web/20120117121758/http://healthland.time.com/2011/04/06/new-york-city-council-considers-banning-happy-meal-toys/ |archive-date=17 January 2012 |url-status=live }} Superior, Wisconsin;{{cite news |url=http://www.austindailyherald.com/2010/12/08/superior-rejects-ban-on-fast-food-toy/ |title=Superior rejects ban on fast food toy |date=8 December 2010 |agency=Associated Press |access-date=23 October 2012 |archive-url=https://web.archive.org/web/20101225083530/http://www.austindailyherald.com/2010/12/08/superior-rejects-ban-on-fast-food-toy/ |archive-date=25 December 2010 |url-status=live }} Nebraska{{cite news |url=http://www.businessweek.com/ap/financialnews/D9L64I0O0.htm |title=Senators reject ban on toys in Neb. kids' meals |date=4 February 2011 |agency=Associated Press |access-date=21 October 2012 |archive-url=https://web.archive.org/web/20150724214143/http://www.businessweek.com/ap/financialnews/D9L64I0O0.htm |archive-date=24 July 2015 |url-status=dead }} }} Research that examined the impact of the San Francisco ban indicated that both affected restaurant chains responded to the ordinance by selling toys separately from children's meals, but neither changed their menus to meet ordinance-specified nutrition criteria.{{Cite journal|last1=Otten|first1=Jennifer J.|last2=Saelens|first2=Brian E.|last3=Kapphahn|first3=Kristopher I.|last4=Hekler|first4=Eric B.|last5=Buman|first5=Matthew P.|last6=Goldstein|first6=Benjamin A.|last7=Krukowski|first7=Rebecca A.|last8=O’Donohue|first8=Laura S.|last9=Gardner|first9=Christopher D.|last10=King|first10=Abby C.|date=2014-07-17|title=Impact of San Francisco's Toy Ordinance on Restaurants and Children's Food Purchases, 2011–2012|journal=Preventing Chronic Disease|volume=11|pages=140026|doi=10.5888/pcd11.140026|issn=1545-1151|pmc=4110247|pmid=25032837}} {{PD-notice}} Conversely, legislators in Arizona prohibited such restrictions, and Florida state senators proposed the same.{{cite news |url=https://www.reuters.com/article/us-mcdonalds-toys-idUSTRE7484YN20110509 |title=Fast-food lobbies U.S. states on Happy Meal laws |last=Levine |first=Dan |author2=Lisa Baertlein |date=9 May 2011 |publisher=Reuters |access-date=23 October 2012 |archive-url=https://web.archive.org/web/20111230022956/http://www.reuters.com/article/2011/05/09/us-mcdonalds-toys-idUSTRE7484YN20110509 |archive-date=30 December 2011 |url-status=live }}
Outside the United States, Spain{{cite magazine |url=http://www.time.com/time/world/article/0,8599,1943119,00.html |title=In Spain, Taking Some Joy out of the Happy Meal |last=Abend |first=Lisa |date=1 December 2010 |magazine=Time |access-date=21 October 2012 |archive-url=https://web.archive.org/web/20121014205904/http://www.time.com/time/world/article/0,8599,1943119,00.html |archive-date=14 October 2012 |url-status=dead }} and Brazil{{cite news |url=https://www.reuters.com/article/us-brazil-fastfood-idUSTRE55F07720090616 |title=Brazilian prosecutor wants to ban fast-food toys |last=Ellsworth |first=Brian |date=15 June 2009 |publisher=Reuters |access-date=21 October 2012 |archive-url=https://web.archive.org/web/20121005031829/http://www.reuters.com/article/2009/06/16/us-brazil-fastfood-idUSTRE55F07720090616 |archive-date=5 October 2012 |url-status=live }} have also considered such measures. In 2012, Chile banned toys in kids' meals altogether.{{cite news |url=http://latino.foxnews.com/latino/lifestyle/2012/08/02/chile-bans-toys-in-fast-food-to-attack-child-obesity/ |title=Chile Bans Toys in Fast Food to Attack Child Obesity |date=2 August 2012 |agency=Associated Press |access-date=21 October 2012 |archive-url=https://web.archive.org/web/20121004101619/http://latino.foxnews.com/latino/lifestyle/2012/08/02/chile-bans-toys-in-fast-food-to-attack-child-obesity/ |archive-date=4 October 2012 |url-status=live }}
See also
{{portal|Food}}
Notes
{{reflist|group="note"}}