NCPG Letter to McDonald’s Regarding Happy Meal Campaign Featuring Nintendo’s Super Mario Figurine with a Toy Slot Machine
Robert Gibbs, Executive Vice President and Global Chief Communications Officer,
McDonald’sRobert Matthews, Senior Director of Consumer Marketing, Nintendo Of America Inc
Dear Mr. Gibbs and Mr. Matthews:
We believe the August 2018 McDonald’s Happy Meal campaign featuring Nintendo’s Super Mario figurine with a toy slot machine may be potentially harmful to your target audience of young people.
We understand McDonald’s is the largest distributor of toys internationally and that Nintendo’s Super Mario Brothers series is considered the most successful gaming franchise of all time with global sales of more than 240 million units. We are therefore concerned that many children will likely be exposed to toy slot machines through this promotion.
Toy slot machines may help to normalize gambling as an activity appropriate for children. There is abundant research identifying the potential harms associated with young people’s early exposure to gambling. There is also empirical data suggesting that gambling-related toys promote positive attitudes toward gambling among children.
In the U.S. slot machines are restricted to adults because of concerns about the ability of children to make an informed decision about the health and financial consequences of gambling.
The decision by Nintendo and McDonald’s to distribute a toy slot machine contrasts with previous decisions not to market any alcohol, tobacco or other age-controlled products or facsimiles thereof. We believe toy slot machines should be seen as the equivalent of candy cigarettes. Nintendo has stated that the company does not “incorporate or encourage the use of illegal drugs, smoking materials, and/or alcohol.”
In February 2015, McDonald's announced a five-point “expanded commitment to families” for Happy Meals, including a pledge to market responsibly to children. Therefore, we call upon McDonald’s and Nintendo to discontinue the Super Mario Slot Machine toy and the Yoshi bingo game and to work with NCPG to develop a clear policy prohibiting gambling in future promotions because gambling-themed toys are not appropriate for children. Sincerely, Keith S. WhyteExecutive Director, National Council on Problem Gambling
Supporting organizations (as of 9:30 am ET, August 17):American Gaming Association
Arizona Council on Compulsive Gambling
Association of Problem Gambling Service Administrators
California Council on Problem Gambling
Campaign for a Commercial Free Childhood
Connecticut Council on Problem Gambling
Choices Treatment Center
Problem Gambling Coalition of Colorado
Delaware Council on Compulsive Gambling
Illinois Council on Problem Gambling
Indiana Council on Problem Gambling
International Centre for Youth Gambling Problems and High Risk Behaviors
Kansas Coalition on Compulsive Gambling
Louisiana Association on Compulsive Gambling
Maine Council on Problem Gambling
Maryland Council on Problem Gambling
Massachusetts Council on Compulsive Gambling
Michigan Association on Problem Gambling
Mississippi Council on Problem and Compulsive GamblinG
Montana Council on Problem Gambling
Nebraska Council on Compulsive Gambling
Nevada Council on Problem Gambling
Council on Compulsive Gambling of New Jersey
New Mexico Council on Problem Gambling
Ohio Office of Problem Gambling Services
Oregon Council on Problem Gambling
Oregonians For Gambling Awareness
Council on Compulsive Gambling of Pennsylvania
Marc Potenza, MD, PhD, Professor of Psychiatry, Child Study and Neuroscience
Rhode Island Council on Problem GamblingThe Way Back Inn Treatment Center
Wisconsin Council on Problem Gambling