McDonald's, the world's largest restaurant chain, has signed a deal with Warner Home Video to produce the series of videos aimed at children and families, due for release in the spring of 2005.
The company said that the videos and DVDs, which will be not be sold in McDonald's restaurants but on the high street, will have a wide distribution and be produced in many different languages.
McDonald's is promising that the live-action films will feature "high-energy interactive adventures", starring Ronald McDonald, whose job title at McDonald's is, after all, chief happiness officer, along with other characters and kids from around the world.
Ronald McDonald's appearances in the chain's advertising have been scaled back as it looks for a more contemporary feel with the "I'm lovin' it" campaign, although he did feature in a recent press ad with a single tear rolling down his cheek to mark the death of McDonald's chief executive Jim Cantalupo.
The introduction of the keep-fit videos is one of numerous steps that McDonald's is taking in response to concerns over the growing levels of obesity, particularly among children, amid fears that the fast food industry could face potentially devastating lawsuits such as those served on the tobacco industry.
The company has introduced healthier options for its Happy Meals, such as fresh fruit and milk or water instead of fizzy pop. It is also giving adults healthier choices, such as salads, and dumping its supersize options for fries and drinks.
McDonald's is keen to push the fact that its products can be eaten as part of a balanced diet, saying that the problem of obesity is more complex than simply people eating too many burgers and fries. Part of this push includes promoting active lifestyles -- the reason for the new series of films.
Jackie Woodward, vice-president of global brand business at McDonald's, said: "As a trusted brand ambassador, Ronald will communicate in his special way to help kids get moving. This new high-energy entertainment series features dozens of original songs and fun adventures that will get kids on their feet actively participating in the adventures."
The fact that Ronald McDonald's connection with a fast food chain might not make him the best keep-fit role model in the eyes of some parents did not seem to concern Warner.
Mike Saksa, senior vice-president of US marketing at Warner Home Video, said: "McDonald's is a powerful and well-respected brand recognised around the world and we are privileged to be associated with the company. We believe consumers will be excited to see their favourite McDonald's characters come to life in a series of DVDs and videos, which will not only entertain but also inform viewers. We are very much looking forward to a long and successful relationship."
The series is being produced by KanDoKid Films, a media communications company, and released under the McKids label, a new brand introduced by the chain that also includes clothing, toys and games.
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