House of Mouse Launches a Healthy Marketing Initiative

Today, Disney announced a new initiative that would impose strict guidelines on the foods that are advertised on their TV shows, radio stations and sold in their amusement parks.

With First Lady Michelle Obama by his side, Robert Iger, Chairman of the Walt Disney Company unveiled plans to ensure that all food advertised, sponsored or promoted through its media outlets meet federal dietary guidelines and encourage the consumption of fruits and vegetables, limit portion sizes and calories, and have a reduced sugar, saturated fat and sodium content. The plan will be fully implemented by 2015.

Iger also announced the new graphic symbol called a “Mickey Check”, which will appear on all branded food items sold at parks, resorts and grocery stores which feature Disney characters on the package. These foods currently include fresh fruit, dairy items and drinks. The “Mickey Check” features the tag line. “ Good for you – fun too!” and will serve to assure parents that the food they are purchasing is healthy.

The Disney announcement fully supports Mrs. Obama’s “Let’s Move” campaign, which promotes a healthy and active lifestyle for children. Having Disney’s iconic characters helping fight the battle of childhood obesity is a pivotal change in how we market to children.

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