Background: The inclusion of toys in food packages is a common marketing practice, and it is suspected of promoting obesogenic behaviours. This study aimed to determine whether toys packaged with food are indeed increasing the amount of food eaten by children, and if this effect is enhanced by contemporary exposure to TV and/or advertising.
Methods: A total of 600 children (balanced according to gender and age groups, 3-6 and 7-10 years old) were randomized in three school facilities in Argentina, Brazil and Mexico and exposed to food (snacks) alone or food associated with toys in an experimental setting. All of the children received the same meal at lunchtime. The products were packages in which chocolate was associated with toys in an egg-shaped container partially filled by chocolate. The children were asked to eat ad libitum for 20 minutes during the afternoon break. In addition, the children were randomized into two groups and either shown or not shown a movie cartoon, with three different levels of exposure to commercials in the TV viewing condition (1, 2 or 3 advertisements).
Results: No significant differences emerged between the "toys" and "no toys" groups even after taking into account exposure to TV, commercials and other confounding factors.
Conclusions: The inclusion of toys in food packages was not shown per se to lead to an increase in the caloric intake of children.