The fast food giant was hoping Step It! Activity Band would be a means of getting kids active but has now voluntarily removed the device from restaurants

This article is more than 4 years old

This article is more than 4 years old

Reports of skin irritation have derailed plans by McDonald’s to give out fitness trackers instead of toys in its Happy Meals.

McDonald’s was hoping the Step It! Activity Band would be a means of getting kids to be more active, Digital Trends reported. On Wednesday, it voluntarily removed the device from its restaurants and was “investigating” the issue.

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“We have taken this swift and voluntary step after receiving limited reports of potential skin irritations that may be associated from wearing the band,” Terri Hickey, a McDonald’s spokeswoman said in a statement.

The colorful plastic device strapped on like a watch and tracked steps. It blinked as the wearer walked and blinked more rapidly the faster they moved.

“Physical activity is important to everyone of all ages. We very much support children’s well-being,” Michelle McIlmoyle, senior marketing manager for McDonald’s Canada, said in an earlier press release according to Digital Trends.

The news of the fitness-minded move was seemingly tied to the Rio Olympics, which the chain sponsors. McDonald’s has made numerous Rio-themed tweets since the Games began – many of them showing kids playing sports.

McDonald's (@McDonalds) Miniature medalist in the making. 🏌 #Rio2016 pic.twitter.com/g7NonSAVDa

In the Olympic village, athletes and coaches get free McDonald’s and have been taking full advantage. The line is often out the door. Athletes have been ordering so much that there’s now a limit on how much one person can order, according to the Washington Post.

With Step-it, McDonald’s seemed to be jumping onto a recent trend of step counting. Many smartphones and smartwatches come with the feature. An entire industry has formed around the device as brands like FitBit or Jawbone become even more popular and high tech.

Mashable tried out the McDonald’s device and noted that it didn’t seem built to last or accurate. “Nevertheless, for the children who will use the Step-It, the apparent progress shown on its tiny screen will likely be enough to encourage the wearer to keep trying to rack up the steps,” Mashable reported.

On Twitter, the National Eating Disorders Association criticized McDonald’s for associating fitness tracking with meals. “Kids shouldn’t have to ‘earn’ a meal!” the association tweeted. The chain has been criticized in the past for giving out toys with its food.

Fitness trackers have been praised by certain healthcare experts as a way to motivate kids to exercise. “I love it that Happy Meals will include a Step-it because it promotes physical activity,” Lisa Gualtieri, an assistant professor of public health at Tufts University School of Medicine, told Boston Magazine. “It gives children a greater awareness of their step count. From a public health perspective, increasing awareness of and providing education about physical activity is beneficial.”

Others pointed out the irony of the fast food chain giving away a health minded object. Many rushed to try it out.



Kendra Alvey (@Kendragarden) McDonalds is giving out fitness trackers in happy meals which is sorta like lighting you on fire then handing you water but like with fries.

Faiza (@CityFaizaAmin) My motion activated 'Step It' says I'm being active while grabbing some @McDonalds fries @CityNews pic.twitter.com/9jqU0ID0rV

Already, one parent posted a video of his five-year-old daughter running around gleefully with the step counter. “McDonald’s, you did right,” he said. “She can’t stop. It’s just constant. She’s gonna sleep great.”

Los Medina (@FrontOfficeLos) So @McDonalds has provided a kids version of a step counter with the current happy meal. #greatparentsuccess pic.twitter.com/nhFgcMZWlV

The chain put out similar activity toys during the 2012 Olympics in London.

