Fast food giant McDonalds says its latest Happy Meal campaign is using Super Mario to help kids keep fit.
Video games and fast food have long been in the crosshairs of health experts crediting both with the rapidly increasing level of obesity amongst UK children.
But McDonalds told MCV it opted to team up with Nintendo and Mario in an attempt to actually tackle the issue and promote wellbeing.
The Run, Jump and Power-Up with Super Mario promotion inspired children to get active using some of Mario's moves,” a McDonalds spokesperson told MCV.
We teamed up with Nintendo UK to encourage children to get active with a Happy Meal promotion featuring some of its most famous characters. Kids were encouraged to run, jump and complete active tasks set out by Mario and friends both on the Happy Meal box itself and with free in-store activities.”
McDonald Happy Meals have become a popular promotion point for kids games firms in recent months. In the US, Skylanders and Pokmon toys and artwork have featured in the packs.
Each of our Happy Meal promotions is different, but importantly each aims to encourage balanced food choice, promote well-being or have educational messages.”