Abstract
Looks at the challenges involved in creating partnerships between food and licensed products; the McDonald’s Happy Meal revolutionised how brands appealed to children, and made licensing central to fast food marketing. Shows how broadcast advertising restrictions on unhealthy foods will adversely affect licensed products; the issue underlying these restrictions is the rise of child obesity in the UK. Argues that food companies should avoid cashing in on licences which bolster short‐term profits on declining product lines, and should instead develop products which contribute to children’s wellbeing and are entertaining and accessible: examples of this are Nickleodeon’s Nicktrition messages, Jamie Oliver’s school food campaign, Heinz’s range of health foods, and McDonald’s football partnership with the FA.