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Last Updated: Thursday, 25 March, 2004, 12:36 GMT
Burger giant plans clothing range
McKids hat - picture from McDonald's website
The McKids initiative was first launched in November 2003
US fast food giant McDonald's is to launch a range of children's clothing in North America and western Europe.

The McKids range will be designed, made and distributed by Chinese firm Shanghai Longtrust Trade.

The products will initially go on sale in China, Hong Kong, Macau, Taiwan and South Korea, before reaching Europe, Japan and North America next year.

The McKids line of products will also include toys, videos, DVDs and books.

The deal with Longtrust comes after the trialling of McKids clothing products in stores in Shanghai and Indonesia.

Health concerns

The initiative was launched in November 2003, when a new retail line featuring action toys, casual clothing and interactive books and videos was announced.

McKids in a McDonald's in Moscow
Children in a McDonald's restaurant

In a statement McDonald's said the clothing is intended to offer quality fabrics in styles that will endure "season after season".

Larry Light, McDonald's global chief marketing officer, said the move exemplified "a new thinking".

The McDonald's brand has been under fire by healthy-eating groups questioning the merits of eating fast food.

The company has recently unveiled a new range of health-style alternatives to the traditional Big Mac. It has also been introducing meal-size salads, a side salad, fresh apples and a burger made from Quorn.

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