So is this the reason why Disney isn't renewing its contract with fast food giant McDonald's? Steve Jobs, who happens to be the biggest shareholder in Disney after its acquisition of Jobs' Pixar Animation Studios, is saying no to a renewal of a 10-year contract between Disney and McDonald's that places Disney plastic toys in Happy Meals.

The reason behind this move? Disney is concerned that the company will be associated with the negative implications of fast food especially now that the society becomes more conscious about this issue. Disney says there is value in fast-food tie-ins, but with people's concerns about high calorie and fat-laden fast food, Disney thinks it is better to disassociate itself with negative issues such as this one.

But for people who buy McDonald's Happy Meals only for the plastic toys included in the package, well, don't fret. DreamWorks Animation SKG has stepped in to fill in this void Disney has left behind. The company's partnership with McDonald's regarding promotional tie-ins will have Â?Shrek 3Â? plastic toys finding their way to kids' Happy Meals.