Disney broadens wellness effort beyond food
October 4, 2010
by Eric Schroeder
BURBANK, CALIF. — The Walt Disney Co. late last month launched Disney Magic of Healthy Living, a national multimedia initiative designed to partner with parents to raise healthy, happy children. The program builds on the company’s initiative launched in 2006 that included the introduction of nutritional guidelines pairing Disney brands and characters with a more nutritionally balanced range of foods.
“We are very proud to take the next step in our long-term commitment to helping families achieve healthier lifestyles, and are especially gratified to work with the first lady on the Let’s Move! campaign,” said Bob Iger, president and chief executive officer of Walt Disney Co. “The health of our kids is critically important and we are pleased to be doing our part to encourage smart eating and exercise.”
As part of the Disney Magic of Healthy Living initiative, Disney is launching two new web sites: one to engage and activate children about healthy living (Disney.com/healthyfun) and one to provide ideas and resources for parents (Family.com/healthymagic). The initiative also includes an essay contest for children to write about ideas for living a healthy life at home, at school or in their communities.
“I am thrilled to join Disney’s Magic of Healthy Living effort and support the work these young people are doing to reach out to their peers and communicate this powerful message,” said First Lady Michelle Obama.
Since launching its nutritional guidelines in 2006, Walt Disney Co. said it has built a portfolio of “better-for-you” Disney-branded foods at grocery retailers and added healthier food options to choose from at Disney parks, including fruits for snacking, the elimination of added trans fats, and healthier default sides and beverages in children’s meals.