Tying in with its sponsorhip of the Rio Olympics, a new McDonald's campaign had been aimed at getting children active by giving them fitness trackers with their Happy Meals rather than the classic toy.
It was also another attempt by the fast food chain to offset criticisms over the poor nutritional reputation its menu has.
The promotional run in US and Canadian outlets was cut short mere days after it began, however, following complaints that the bands have been causing skin irritation in customers.
The Step It! Activity Band bands have now been withdrawn from stores with customers getting a substitute toy inside their Happy Meal container while the company investigates the cause of the dermal abrasions. It is not currently known if bands that have left the outlets will be recalled.
The move will undoubtedly undermine the television and online ad blitz the company has rolled out for Rio 2016, with many of the advertisements featuring kids engaged in sports.
Practicing for 2028. 🀠#Rio2016 pic.twitter.com/c3vVGLDfbV
— McDonald's (@McDonalds) August 15, 2016
Michelle McIlmoyle, senior marketing manager for McDonald’s Canada, had said in a statement to Digital Trends:
“Physical activity is important to everyone of all ages. We very much support children’s well-being.
"Step-it is in line with McDonald’s general philosophy for Happy Meal toys, which is to make toys that encourage either physical or imagination-based play.”
Maybe McDonald's and athleticism just aren't meant to be.
Then again, maybe somebody should tell that to the Olympians. Athletes and coaches have been entitled to free McDonald's in the Olympic Village over the course of the events, and the Washington Post reports that demand has been so great that limits have now been placed on how much each person can order...
