After McDonald’s Step-It Happy Meal toys – colourful activity trackers and step counters worn like wristwatches – made headlines for their healthier living positioning, both toys have been recalled over concerns they may cause skin irritation.
The toys were positioned as a bid to encourage kids to get outside and get active. However, after the restaurant said it received “limited reports” of the wearable technology causing skin irritation, the QSR issued a voluntary recall.
Promotional videos of children using Step-It have been removed from McDonald’s YouTube channels.
“Nothing is more important to us than the safety of our customers and we are fully investigating this issue,” said McDonald’s spokesperson Terri Hickey said in a statement that has been circulating among media outlets.
Marketing reported last week that the toys were pitched to the restaurant by one of its agencies, Creata. The Step-It was inspired by popular fitness trackers aimed at adults such as the FitBit. Using this as a starting point, the agency helped McDonald’s create two simplified activity trackers designed to appeal to children.
Related
• Marketing‘s senior staff writer Russ Martin on Step-Its brand positioning
