Parents are becoming more and more concerned with what their kids are eating and Disney hopes to address those concerns by curtailing the use of the company's name and characters in tandem with food items that don't meet new nutritional standards.
The new guidelines are limiting sugar, fat and calories in snacks and foods marketed by companies that Disney has licensing relationships with, according to this NYTimes. com article. This would include toys that come inside the box of food products as well as other product tie-ins.
It is very likely that Disney competitors will begin to do the same based upon the pressure that will come to bear from those worried about childhood obesity. The initiative, however, did not address the significant amount of advertising for junk food products that are carried on Disney's television networks.
This will carry over into Disney theme park restaurants who will begin to offer more healthy food choices instead of the usual French fries. The guidelines will begin to take effect after current licensing contracts are up, which should be by the end of 2008.
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