The influence of famous characters in commercials haze the lines between programmes and advertisements. An example throughout the journal "Children as Consumers" explains how celebrity endorsements in commercials have positive effects on a child's response throughout the sales of toy cars. Cross-promotions of businesses heavily involve celebrity and character endorsements. For ten years Disney worked in collaborating with McDonald's, promoting the latest Disney films throughout the McDonald's Happy Meals. The connection between toys and fast food for young children creates a fun experience. Evident in the "American Academy of Paediatrics" journal, 20% of fast food restaurants advertisements now mention a complementary toy in their ads. The consequence of this illusion, that fast food is fun, holds businesses accountable for exploiting children and contributing to the global epidemic of child obesity. Where one in three children are classed as obese throughout New Zealand alone