McDonald Expanding Clothing Line Under Mckids Brand

Fast food major McDonalds is gearing up to expand its range of children''s clothing under the McKids brand name.
The range, which was previously only available through Wal-Mart outlets under a limited merchandising agreement, will now be given worldwide disribution and expanded to include toys, books and DVDs.

Countries already targeted for the McKids range, to be launched early in the new year, include the US, Canada, Mexico, Australia, China, Japan, South Korea and Taiwan. Despite its reach, however, company spokeswoman Anna Rozenich said the McKids line would not be a major revenue generator for McDonalds.

"It''s more about brand-building... (and) new ways to connect with our customers," she said. McDonalds claims it will participate in a social accountability program to prevent the exploitation of children in the range''s manufacturing process.