New breed of McChildren born at Wal-Mart

Burger chain McDonald’s and retailer Wal-Mart have teamed up to launch a children’s clothes and accessories brand in the US.

McKids offers casual wear, shoes, hair accessories and prescription eyewear. McBaby, meanwhile, includes bedding, shoes and clothes. The products display the tagline “Always Quality, Always Fun” and tap into “McDonald’s trusted name and multi-generational appeal to parents and kids”, says Wal-Mart president and chief-executive Bill Fields.

Wal-Mart is developing, marketing and selling the brands, while McDonald’s is licensing them. Design work and branding for the lines, which were launched last month, was produced by the retailer’s in-house team. There are no plans to take the new brands outside the US market.