Kids meals with toys are no longer the draw they once were for the restaurant industry’s youngest customers, according to The NPD Group, a leading market research company.

The thought of toys being given out as part of children's meal deals might be easier to swallow, and better for you, if the toys are part of a collectible set and tied to healthy, nutrition-rich food choices.

Over 15,000 restaurants will be participating in a new voluntary initiative called Kids LiveWell starting Wednesday.

A spokesman said Tuesday that fast-food chain Jack in the Box pulled toys from the kids' meals.

The McDonald’s hamburger chain has responded to a lawsuit by suggesting that parents just tell their children “no” when it comes to buying Happy Meals if they do not want their children to have them.