Big Mac attack: Disney ends Happy Meal tie-ins

It's the end of an era: The Los Angeles Times reports that after 10 years of cross-promotional bliss, Walt Disney Co. is ending its Happy Meal deal with McDonald's.

The reason? Disney says it's thinking of the children -- and distancing itself from "fast food and its links to the epidemic of childhood obesity."

That means after this summer's promotions for Cars and Pirates of the Caribbean: Dead Man's Chest, we'll no longer see the colorful cardboard boxes stuffed with Disney toys.

"Under the terms of the agreement, said to be worth $1 billion to Disney, McDonald's paid $100 million in royalties and conducted 11 promotions a year for Disney films, videos and TV shows, with seven aimed specifically toward the young Happy Meal consumers," the Times reports. "Disney also agreed to let McDonald's set up shop inside its theme parks."

McDonald's will continue to operate in Disney's theme parks.

Disney's chief animation competitor, DreamWorks Animation SKG, is partnering with McDonald's to promote Shrek 3. However, according to the Times article, there's debate among studio executives whether the marketing should be tied to more healthy items on McDonald's menu, such as salads. "Shrek is, after all, overweight," the newspaper notes.

The McDonald's website touts Happy Meal Choices, which allow customers to select Apple Dippers instead of fries, and apple juice or milk instead of soda.