One of the casualtiies of the obesity turmoil may have been the tie between McDonald's and Disney's line of cartoon characters, a marvel for attracting young children to the Golden Arches. Disney failed to renew its 10 year exclusive partnership with McDonald's. Both parties insist it was a mutual desition that would allow each to seek more profitable promotions. However, the growing concern over the obesity epidemic may have proved critical for Disney, which damage its family friendly image. For its part, Mcdonald's may have wanted to avoid being linked to box-office flops such as Treasure Planet.