News

NCPG Letter to McDonald’s Regarding Happy Meal Campaign Featuring Nintendo’s Super Mario Figurine with a Toy Slot Machine

08.16.18Cait Huble

August 16, 2018

Robert Gibbs, Executive Vice President and Global Chief Communications Officer, McDonald’s

Robert 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. Whyte

Executive Director, National Council on Problem Gambling

Supporting organizations (as of 9:00 am ET, August 21):

Alcohol and Drug Dependency Services of Southeast Iowa

American Gaming Association

Arizona Council on Compulsive Gambling

Arnie & Sheila Wexler Associates

Association of Gaming Equipment Manufacturers

Association of Problem Gambling Service Administrators

California Council on Problem Gambling

Campaign for Commercial Free Childhood

CARTER/Problem Gambling Vermont

Connecticut Association of Prevention Professionals

Connecticut Council on Problem Gambling

Choices Treatment Center

Problem Gambling Coalition of Colorado

Delaware Council on Compulsive Gambling

Division on Addiction, Cambridge Health Alliance

Florida 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

National Indian Gaming Association

Nebraska Council on Compulsive Gambling

Nevada Council on Problem Gambling

New Hampshire Council on Problem Gambling

Council on Compulsive Gambling of New Jersey

New Mexico Council on Problem Gambling

New York Council on Problem Gambling

North Carolina Council on Problem Gambling

Northstar Problem Gambling Alliance

Oklahoma Association on Problem and Compulsive Gambling

Ohio Office of Problem Gambling Services

Ohio Problem Gambling Advisory Board

Oregon Council on Problem Gambling

Oregonians For Gambling Awareness

Problem Gambling Network of Ohio

Council on Compulsive Gambling of Pennsylvania

Marc Potenza, MD, PhD, Professor of Psychiatry, Child Study and Neuroscience

Rhode Island Council on Problem Gambling

South Central Kansas Problem Gambling Task Force

UNLV International Gaming Institute

Virginia Council on Problem Gambling

Voices of Problem Gambling Recovery, Inc.

Evergreen Council on Problem Gambling

The Way Back Inn Treatment Center

Problem Gamblers Helpline Network of West Virginia

Wisconsin Council on Problem Gambling