U saw more promotions in the past because fast food business was doing better in the 80s. With all the bad PR and people becoming more health consious, revenues are way down. The licensing fees used to justify the increase in sales, but now it results in larger losses. Let's face it, a lot of parents do not like feeding their children fast food because its bad for them and can start bad eating habits. These same parents are not gonna go to McDonald's just to get a "free" toy for their kids when they have no intention of feeding the food to them. Its just a waste of time and money for both McDonalds, who knows this, and the people who will never go thru the trouble to drive to McDonald's just for a chinsy toy. Collectors like us might but we are a small minority that wont produce enough revenue to justify the costs associated with the license or promotion. Back in the day when more people ate fast food, revunes were booming and the cost was worth it because the toy added percieved value that would, in many cases, be the deciding factor at what fast food resturaunt parents took their kids to eat at. They don't spend as much on advertising, which these toys are, because the industry on the whole is hurting big time.
