How McDonald's Stumbled on Happy Meal Fitness Trackers

The restaurant chain is pulling the activity bands over potential skin irritation problems. 

Chris Newmarker

McDonald's apparently did not get what it bargained for when it made a foray into mobile health, temporarily packaging free activity tracking wristbands instead of just toys into its Happy Meals. 

The restaurant chain giant has announced that is voluntarily pulling the Step It! Activity Band from its Happy Meals in U.S. and Canadian restaurants, and going back to more traditional toys. 

"We have taken this swift and voluntary step after receiving limited reports of potential skin irritations that may be associated from wearing the band," McDonald's spokesperson Terri Hickey told Qmed via email onThursday. 

"Nothing is more important to us than the safety of our customers and we are fully investigating this issue," Hickey said. "Our restaurants are now offering our youngest guests an alternative Happy Meal toy."

Hickey did not elaborate on what may have caused the skin irritation. 

Mashable notes that the name China CWB, along with "Made for McDonald's 2016," was on the back of the devices. 

The Verge's Ashley Carman previously noted that the Step It! was more of a pedometer, and a rudimentary one at that. Carman's Verge colleague Andrew Liptak visited a McDonald's with his son, and noted it counted a step when merely bumped. 

"Still, no hate, McDonald's. Your plastic toys might have been more fun, but fitness trackers are a practical, useful treat as long as your child doesn't care about accuracy or fitness," Carman said. 

On Thursday, Carman was writing: "What a sad day for kids who eat fast food and still want to monitor their steps."

Chris Newmarker is senior editor of Qmed. Follow him on Twitter at @newmarker.

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[Image courtesy of McDonald's]