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Disney renews McStuffins, bans junk food

US children’s channel Disney Junior has ordered a second season of preschool toon Doc McStuffins, while its parent firm has announced a ban on junk food advertising.

Doc McStuffins

Doc McStuffins

The renewal comes after the show’s first season helped the Disney Junior programming block on Disney Channel to score record ratings in the second quarter. Scheduling details of season two weren’t provided.

Disney coproduces Doc McStuffins with Irish toon house Brown Bag Films. The series, which comes from Emmy winner Chris Nee, follows a girl who can talk to and heal stuffed animals and toys.

Disney Junior Worldwide’s senior VP of original programming and general manager Nancy Kanter said the series was “resonating” with children aged 2-7 and was encouraging families to talk about issues such as health and compassion.

Health has been high on the agenda at Disney this week, with today’s news following Disney chairman and CEO Bob Iger’s announcement the Mouse House would ban junk food advertising on its channels by 2015.

Disney will phase in “strict” nutritional guidelines around food and drink advertising on Disney Channel, Disney Junior and boys-skewing Disney XD, and also during Saturday morning shows on Disney-ABC TV channels and Radio Disney.

Details were short but the guidelines will comply with “federal standards,” as well as “promote fruit and vegetable consumption and call for limiting calories and reducing saturated fat, sodium, and sugar.”

“We’ve taken steps across our company to support better choices for families, and now we’re taking the next important step forward by setting new food advertising standards for kids,” said Iger.

Michelle Obama, wife of US president Barack Obama, threw her weight behind the initiative, calling it a “game changer in the health of our children.”

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