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Move Over Ronald, Happy Is Here To Sell The McDonald’s Menu To Kids

May 20, 2014: 12:00 AM EST
Add another cute character to the list of marketing icons McDonald’s has used to get its unhealthful food message across to kids. At least that’s how the anti-McDonald’s community sees it. The fast-food giant recently introduced Happy, the new mascot of the child-focused Happy Meal. According to the director of the Value the Meal campaign at Corporate Responsibility International, Happy – basically a red Happy Meals box with a toothy grin, bug eyes, a golden arches hat and spindly legs – is the company’s latest effort to “market an unhealthy brand to kids”. The aging clown Ronald McDonald, meanwhile, is apparently getting a makeover so he’ll remain “modern and relevant”, according to a company spokesman.
Tom Gara and Julie Jargon, "A New Mascot in Old Fight Over Fast Food and Kids", The Wall Street Journal, May 20, 2014, © Dow Jones & Company, Inc
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