- McDonald’s is sure to win some points with parents by putting books (in its Happy Meals. Starting today and running through February 7, kids will get a copy of one of six titles from the Mudpuddle Farms series by Michael Morpurgo, who also authored “War Horse.” With the support of the National Literary Trust, the restaurant projects giving away about 9 million books during the campaign which is aimed at building literacy and creativity among children) (Guardian)

- Bob the Builder comes to the iPhone, iPad, and iPod Touch thanks to a new app (in which Bob and his team build a new train ride at Dinosaur Fun Park. Speaking of apps, device owners are about as likely to say they have a mix of free and paid apps as they are to say they have only free apps. The types they’re most likely to pay for? Games and music) (Kidscreen) (Nielsen)

- We couldn’t agree more with this take on Millennials and TV (which explains that it’s all about the content. Millennials are still watching plenty of shows, but it’s how their watching that’s evolving thanks to falling prices for Internet-ready TVs and devices that bring streaming media to TV screens) (Gen Digital)

- We’re seeing more and more gamification to get Millennails (into politics. First MTV added a fantasy sports component to its Power of 12 initiative, and now a new site built by Millennials encourages young people to “level up” by offering insightful political commentary. Elsewhere, this commentator suggests it’s not Obama that has lost Millennials, but rather Washington and government in general) (Fast Company) (NY Times)

- The Men In Black are back in the third film in the series (which comes with a new twist: time travel. We weren’t big fans of Men In Black II, but this sequel looks like it’ll be a lot of fun. Speaking of Will Smith, it was just announced that he’ll be hosting the Kids Choice Awards this March) (Static Multimedia) (NY Daily News)

- With employment opportunities low during the sluggish economy, more students (are going on to college and grad school, which means more are receiving financial aid. And then there’s also the increase in student loans; Discover has created three new private student loans specifically for grad students in the health professions, law, and MBA programs) (WaPo) (The Street)

- We’re big fans of restaurant offers on deal sites (but we never expected to see a deal for McDonald’s pop up on LivingSocial. It’s offering a voucher booklet with coupons for five Big Macs and five large fries, with the total coming to a very economical $13. No wonder more than 150,000 people have opted in. The big question remaining: will other fast food restaurants follow suit and offer promotions on deal sites?) (Mashable)

- We just watched the video for Justin Bieber and Mariah Carey’s duet of “All I Want For Christmas” (and we’re not sure if it was actually a commercial for Macy’s… Not only was the video filmed at the retailer’s Herald Square location, but it includes lots of product placements and flashes of the Macy’s name. We know that Justin is shilling for the store this holiday season, but this is just too much…) (YouTube)

- College students are pretty smart, but 21% (couldn’t figure out how to read a QR code with their smartphone. Many were confused that they only needed to take a picture of the code rather than to use a third party app, and once they realized this, they didn’t want to deal with downloading an additional app. This mirror’s Ypulse’s own research that found very few students have used the codes, and fewer than half of students think they’re easy and useful. Considering those challenges, we don’t think it matters whether brands are using QR codes or their tidier cousins, Snap Tags) (BizReport) (IMedia Connections)

- Young people all over the world aren’t too fond of banks (if the Occupy Wall Street movement is any evidence, so banks are making changes. In Singapore, OCBC Bank’s new brand, Frank, is designing stores to encourage young shoppers to ask questions, browse, and get hands on in exploring the services they offer. We can imagine this will help at least a little in reducing young people’s skepticism toward financial institutions) (PSFK)

- DoSomething.org is adjusting its membership model (to take advantage of mobile. It is finding that cell phones are among the best ways to keep young people engaged. In a test last summer, it found that one in five users who had stopped engaging with the social organization online were re-activated when they received a message on their cell phones) (FastCompany)

- Grammy nominations came out yesterday and a few young folk acts (were surprises among the mix of usual suspects. Bon Iver and Mumford & Sons are both nominated, confirming our suspicion that the style is going mainstream. In other music news, Willow Smith’s first full-length album, “Willow,” finally has a release date of April 2012 — we hope it gives us reason to whip our hair back and forth again!) (Popdust) (NY Mag)

- Netflix is undergoing a major change (that will presumably affect how customers watch movies. After struggling to find an effective pricing plan, Netflix has split into two companies…the DVD-by mail service will now be called Qwikster and the streaming service will remain under the name Netflix. Customers who want to access movies on both mediums will have to subscribe to both companies, but it will certainly benefit those who just want one platform. What do you think of this decision? In better news, Qwikster will also include a video game by mail rental service) (TechCrunch)

- Olive Garden, Red Lobster, and numerous other family restaurants are reworking their kids’ menus (to help end childhood obesity. These eateries, all owned by Darden Restaurants Inc, aim to reduce sodium and calories in children’s meals, and will start serving fruits or veggies as default side dishes along with a glass of milk. This news comes shortly after McDonald’s announcement about healthier kid’s meals, and we hope other restaurants will follow after. On the other end of the spectrum, popular food and beverage brands including Arby’s, Stouffer’s, Tyson, and Tasti D-Lite have partnered with Mattel Games for promotional purposes. We see the fun in this but wonder if they will also follow suit) (Chicago Tribune) (Cynopsis Kids)

- They may not compare to ‘Jersey Shore’ or ‘Teen Mom,’ (but we’re excited for MTV’s new slate of programming nonetheless. The network recently picked up six new shows – four reality and two scripted programs – which are slightly different, ok very different, than the crazy antics we’ve seen at Seaside Heights or all the baby drama among high school moms. B&C explains what you can expect from the upcoming shows…)

- In an effort to bridge the generational gap and foster online interaction between kids and their relatives (Brain Rewards developed Ohanarama, a social network for kids to connect with their family members, particularly grandparents. Users can take quizzes or play games against their family members to win virtual and real-world rewards. It’s a good way for kids to communicate with their relatives who they may not see very often and it’s safe for kids unlike many social networks) (CNET)

- SeaWorld is diving into the entertainment industry (to build the brand beyond amusement parks. The content produced under SeaWorld Pictures will of course center around marine animals while educating and entertaining kids. TV and animated shows might even be in the mix, so we’re excited to see what they create) (Kidscreen)

- The ‘Lion King 3D’ led the pack at the box office this weekend, just as we suspected (raking in an impressive $29.3 million. It’s clear that nothing can compete with nostalgia! Given how well the film did, we hope Disney brings back other classic movies in this format. Speaking of which, adults need not to worry about the prevalence of children’s movies in 3D. Recent research shows that this format is completely fine for kids and does not harm their vision) (The Hollywood Reporter) (Variety)

- Department stores have high digital IQs (because of their impressive social media strategies, sleek site designs, and engaging mobile campaigns. Macy’s ranks as the most digitally driven retailer, followed by Victoria’s Secret, Nordstrom, and Sephora. To remain digitally-savvy, however, brands should institute F-commerce, so customers can purchase products directly on Facebook. In other fashion news, teenagers prefer brands that value self-expression and aspiration, rather than ones with homogenous styles. They like to customize clothes and reflect their own values) (WWD) (Customer Management IQ)

- Rather than just creating another celebrity fragrance (since there clearly aren’t enough of those already, Selena Gomez has a smart strategy: she’s letting fans pick her perfume. They’ll vote online for their favorite ingredients and the most popular ones will be mixed together. She’s also giving away free samples to the first 50,000 people who vote. Between the customization, online engagement, and rewards, this has all the makings of a successful marketing campaigning. We wonder if it will do better than Bieber’s perfume. In other beauty news, the Muppets franchise is expanding into nail polish and some of our favorite shades include “Gettin’ Miss Piggy With It” and “Fresh Frog of Bell Air”) (MTV) (Jezebel)

- In another attempt for Facebook to rule the web (the social network is creating a photo-filter service similar to Instagram on its mobile app. Considering Facebook’s app is so popular already, this can only help the social network, but what will it do the same for Instagram? Millennials will also appreciate a new application, i2Symbol, that lets them put symbols in their Facebook posts. They’ve grown up using emoticons and other characters, so it seems like a necessary part of their digital language) (ReadWriteWeb) (AllFacebook)

- Skechers is the latest brand to get the happy meal treatment (thanks to a three-week partnership with McDonald’s where kids will get mini Skechers’ shoes. In a brilliant marketing move well aligned with back-to-school shopping, the Twinkle Toes sneakers — which look just like the life-size ones – come with a discount coupon to shop at Skechers) (MediaPost)

- Merriam-Webster Dictionary added over 150 words inspired by Gen Y and today’s changing culture (Among them are technology terms such as tweet, social media, crowdsourcing, and m-commerce. While we wonder about pop culture inspired words like bromance and cougar, it’s the terms helicopter parent and boomerang child being included that make us think better late than never) (CBS News)

- Lady Gaga has almost achieved world domination (considering she’s the 11^th most powerful woman, the top female entertainer, and she’s even ahead of Oprah! Sure, she has her weird ways, but it’s obviously working) (Forbes)

Kids’ Fast Food Habits: A Vicious Cycle?

The criticism of fast food companies — of their products and their marketing strategies — has increased yet again this summer. Industry players, such as McDonald’s, have responded in force, reducing caloric content or creating new company guidelines for children’s meals. These changes could have a significant impact on children and adolescent consumption habits, and by extension, obesity. But while some new regulations could have a significant impact on calories, saturated fat, or sodium content of products, many seem like a smoke-and-mirrors distractions from what consumers will really order. Children and young adults seem unconcerned by “healthiness” of a fast food restaurant, so are these industry changes for real or just for show?

In July, McDonald’s reduced the calorie and fat content of their Happy Meals, added fruit, and introduced an option to request veggies instead of fruit, and the feedback has been positive. Other changes, however, such as the new standards required by the Children’s Food and Beverage Advertising Initative (comprised of giants including Burger King, PepsiCo, and Kellogg) have elicited skepticism. The latter named regulations that require, among other things, for participating chains to have at least one children’s menu item under 600 calories. Some responders have speculated whether such rules are “pre-emptive moves” against governmental action, or whether they will realistically affect a child’s fast food consumption habits.

“Millennials” are enormous consumers of fast food; about 20% of them consume fast food every other day. Advertisements for food products high in calories and sugar specifically directed toward youth spend $1.6 billion per year on marketing in the U.S. alone, according to a study at the Yale Rudds Center. This adds up to an average of 5,500 junk food ads viewed per year, per person, whereas ads for healthy food items are seen but 100 times per year.

As a business strategy, it’s difficult to criticize this imbalance because it appears to reflect young adults’ preferences. A recent study by consulting firm L.E.K. found that healthier fast food brands that perform well with the general population — such as Subway — do not perform as well with Gen Y consumers, who prefer instead Chipotle or Panda Express (ranked 1 and 2, respectively). The study concluded that Gen Y is less concerned about health and quality ingredients than are older generations. Here’s the question, though: are the unhealthy advertisements just reflecting what consumers want, or are they actually driving these generational differences?

In reality, it’s probably a bit of both — I don’t usually like fast food and even I love Chipotle — but it presents a worrying picture for the future. Young adults are plagued by certain advertising that tells them (especially girls) to be trim and healthy — yet they are equally, if not more so, followed by messages about fast-food options that seem cooler, tastier, and more youthful than the healthier quick serve fare that performs well with the older population. There is only so much criticism we can throw at fast food companies: the sad truth is, they appear to be giving us — in advertising and in food choices — exactly what we want. Time will tell whether the recent initiatives will make a difference in consumption habits, but perhaps the true change needs to be on a psychological level, convincing Millennials and their younger peers that that healthiness could be cool, too.

About Camilla

Camilla Nord is in her final year at Oxford University, where she has been studying physiology and psychology since she moved from Washington, D.C. She also grew up partly in Budapest, Hungary, and lived in Kathmandu, Nepal in her very early years. When she’s not writing essays, she is probably painting, practicing Bikram yoga, and thinking about manatees. When she IS writing essays, her favorite part of the brain is the basal ganglia, and her favorite neurotransmitter (those chemicals that shoot around the brain sending signals) is dopamine. The recent involvement of neuroscience techniques in product development and marketing has driven her interest in Ypulse, coupled with a lifelong love of writing — and, of course, a healthy obsession with pop culture.

- After Fox instituted a delay on Hulu (making online viewers wait eight days after the TV air date to stream their favorite shows, piracy skyrocketed. As we mentioned yesterday, Millennials are big fans of streaming TV shows, and forcing them to wait to watch means they’ll just find it elsewhere…illegally if necessary. In other streaming news, Miramax is testing the online distribution model with Facebook, making movies available for rent for about 30 Facebook credits, or about $3) (Tech Crunch) (MediaPost)

- Although many kids have their eyes permanently glued to their smartphone screens (the technology isn’t isolating them; it’s actually helping families bond. Many parents and grandparents are playing games with kids on the devices, giving them an activity they can all enjoy. In other smartphone news, the countdown has begun for Sprint cell phone subscribers…the iPhone 5 is coming to the #3 cell service provider in October) (Telegraph) (WSJ)

- Lady Gaga goes yellow (for an episode of “The Simpsons,” becoming the latest in a long line of celebs to grace the show. She stops off in Springfield when she hears it’s lousy with low self-esteem, and then shares a kiss with Marge. Wait…what?! We’ll have to wait until Season 23 starts to find out what that’s all about) (EW)

- Most people would say today’s media and tech rich society (would benefit students, but it turns out “The Google Effect” is actually a negative. Modern day students aren’t as good at researching topics as students in the past; they rely heavily on Google, aren’t very good at using the search engine to find what they’re specifically searching for, and are inept at using other types of databases as well) (Mashable)

- McDonald’s gets social media (as evidenced by its twitter account. Not only does it follow all the usual generic rules — be authentic, reply to people who message you, etc. — but it doesn’t take itself too seriously. After all, Millennials will tell you, social media isn’t only about interaction and communication, it’s about fun. And when you can entertain consumers and talk about your brand and products, everyone wins) (BuzzFeed)

- If you need a moment of lighthearted humor (after the two earthquakes that hit the U.S. in the past 24 hours, we think this video of OK Go and the Muppets singing the “Muppet Show” theme song is just the thing… We feel better already) (Vevo)

- Students, parents, and teachers (think technology has a place in the classroom, though they are not in total agreement as to how it should benefit students. Most interestingly, parents and teachers overwhelmingly think they’re doing a great job connecting students with instructional technology, but fewer than 50% of students think so) (ReadWriteWeb)

- You can stop guessing about ‘Hunger Games’ (roles now that casting is complete for the leads. Josh Hutcherson [of The Kids Are Alright] scores the role of Peeta, and Liam Hemsworth [of The Last Song] lands the role of Gale. How’s the movie going to turn out, in your opinion?) (Entertainment Weekly)

- Nickelodeon announced its first (collection of children’s ebooks, which are available exclusively on the Nook Color and NookKids. The new books include titles featuring Dora The Explorer and Spongebob Squarepants. In YA book news, fans have been posting about their excitement over the next installment of “Monster High” for a while now, and the wait is almost over; book 2, “The Ghoul Next Door,” arrives tomorrow) (eBook Newser) (Facebook)

- China is getting an outpost (of the Magic Kingdom. Disney has finally broken through the governmental red tape and secured permission to build a small [in comparison to Florida's Disney World] resort and theme park in Shanghai) (Wall Street Journal, reg required)

- Will LeBron James’s 10-part, animated web series (take off? “The LeBrons” follows the basketball star’s four personas [Kid, Athlete, Suit, and Wise] as they learn life’s lessons in Akron, OH. With LeBron promoting the show to his 4.8 million Facebook fans and 1.5 million Twitter followers, it’s sure to get a few views) (Mashable)

- McDonald’s hopes to revise it’s image (as a source of dead-end jobs for bored teenagers. It plans to add 50,000 employees — teens and adults — to all levels of its workforce) (AdAge, reg required)

- Subway surpasses McDonald’s (as the largest fast food chain, having the most stores globally. No word yet on how many billions and billions Subway has served) (Wall Street Journal, subscription required)

- Ad spending on kids’ TV is up (despite regulatory challenges. In programming news, Nick announced it’s working on a new CGI cartoon of the “Teenage Mutant Ninja Turtles”; ABC Family is expanding to three nights of original programming, picking up four new drama series and renewing “The Secret Life Of The American Teenager” and “Pretty Little Liars”; Cartoon Network renews three live action programs popular with kids and boys) (Ad Age, reg required) (Wall Street Journal, subscription required) (Deadline Hollywood)

- Leading-edge Millennial men (say they’re not stuck in perpetual adolescence, but instead that the definition of “adult” needs to be reconsidered; meanwhile a 12-year-old speaker at the TED conference suggests that we hold on to our childish imaginations as long as possible) (Salon, day pass required) (Hulu)

- Angry Birds (is coming to Facebook. Prepare for the ultimate time suck) (ReadWriteWeb)

- Ke$ha promotes safe sex (by distributing condoms — with her picture on them, no less — at her upcoming concerts. In other music/sexuality news, Britney and Madonna will be featured on covers of “Out” magazine — was Gaga just snubbed?) (Perez Hilton) (MTV)

- Willow Smith debuts her video (for “21st Century Girl.” So young, so angry, damn that rap music! Canadian band Chromeo is releasing the world’s shortest album, clocking in at 3 minutes, 30 seconds, because who has time to listen to a 4 minute track. They pack a whopping 55 tracks into that tiny album. We hope this is a publicity stunt, because we can’t get enough Chromeo) (New York Magazine) (PSFK)

Julie Strauss-Gabel has been named vp and publisher at Dutton Children’s Books. She had been associate publisher there. (Mediabistro, reg required)

Pamela Paul has been named children’s book editor at The New York Times. She will continue in her role as a columnist for the style section there. (Mediabistro, reg required)

Lynne Missen has been named publishing director of children’s books at Penguin Canada. She had been executive editor at Harper Canada Children’s. (Mediabistro, reg required)

Kevin Newell has been named EVP-global chief brand officer for McDonald’s, replacing Steve Easterbrook, who in December became president of McDonald’s Europe. (Ad Age, reg required)

Frank Chiocchi will head creative advertising for Disney. He’ll report directly to president of marketing MT Carney, who was selected by studio chief Rich Ross in April. (Variety, reg required)

Colin Kennedy departs Bauer Media and his post as Editor of UK lad mag FHM a little over two years after he took on the role. His departure, which comes ahead of a revamp of FHM aimed at halting its declining sales, is to enable him to pursue consulting opportunities, Bauer said. Kennedy will pursue consulting roles. (Press Gazette)

Chris Taylor has been named San Francisco bureau chief at Mashable. He had been West Coast editor at FastCompany.com. (Mashable)

Rachel Jarrett has been named general manager for Gilt Children at Gilt Groupe. She had been vice president and general manager of kids and specialty products at BN.com. (Publishers Lunch)

MTV programming president Tony DiSanto is leaving the network after more than 20 years. He and his top programming executive, Liz Gateley, are departing to form a production company backed by Ben Silverman’s Electus. Scripted programming head David Janollari is expected to take DiSanto’s place. (THR)

At Houghton Mifflin Children’s, Mary Wilcox has been named vice president . She remains editorial director there. Margaret Raymo has been named senior executive editor. She had been vice president and editorial director there. (Mediabistro, reg. required)

Nickelodeon Consumer Products (NCP) promotes Trudi Hayward to VP/Consumer Products for the UK and Australia and appoints Jeremy Poreca to the newly created position of Director/International Retail Development in London. (Cynopsis Kids)

Disney has turned to Yahoo entertainment programmer James Pitaro and John Pleasants, CEO of social gamemaker Playdom, to head up the Mouse House’s interactive efforts as co-presidents, several weeks after Steven Wadsworth stepped down from the post. (Variety, reg. required)

Arian Sultan Rothman has been named vice president, business and legal affairs, East Coast, at Comedy Central. She had been senior director there. (Mediabistro, reg. required)

McDonald’s has named Steve Easterbrook, the outspoken president-CEO of McDonald’s U.K. and Northern Europe, as its first exec VP-global chief brand officer. The new position encompasses marketing, menu innovation, consumer insights and global brand assets, as well as corporate social responsibility and restaurant design. (Ad Age, reg. required)

Razorfish has named Andrew Crow vice president of experience design, in charge of the agency’s West region. Crow joins from Adaptive Path, where his clients included The Gap, Warner Bros. and NASA. (Media Life)

Jane Bianchi has been named senior news editor at Seventeen. She had been associate health editor at Family Circle. (Mediabistro, reg. required)

Microsoft has upped Don Mattrick to president of interactive entertainment. New title gives him oversight of Microsoft’s Xbox division, which includes Xbox Live and Kinect, PC and mobile entertainment, Zune music and video and Mediaroom. (Variety, reg. required)