PETA needs to leave the children out of this!!!!!!
PETA's point is that McDonald's needs to leave the children out of this. McDonald's is targeting children, with their marketing and packaging. McDonald's crossed the line; PETA is simply trying to get McDonald's to stop its predatory practices that foster what they consider cruelty.
While I don't really like the McCruelty campaign, PETA isn't all that extreme. If you want to talk about extreme, we can find you examples of actions people take in the interests of animals that PETA would condemn as too extreme. If you're way on the far side of the issue, then yes, of course, PETA's measured animal-advocacy perspective could seem extreme to you, but that's more a reflection of your own extremism in the other direction than PETA's actual position in the spectrum, AFAIC. No, they're not middle-of-the-road, but they're not extreme.
Having said that, I don't blame McDonald's for doing everything (legal) that they can to make the most money for their owners. That's their fiduciary responsibility, even if it violates someone else's strident concern for the ethical treatment of animals. Plain and simple: Like it or not, people are allowed to be cruel to animals, in the manner that most chicken farmers in the US are cruel to chickens. McDonald's says that they "expect" humane treatment by their suppliers, but the reality is that animals often suffer needlessly solely due to financial considerations. As I said, that's a right McDonald's and all corporations have, but that doesn't mean that PETA needs to be happy about it, or stand back silently and let it happen, without expressing their horror.
I also agree that parents have an absolute right to decline anything being handed to their children, without exception, without predjudice.
So, while I applaud PETA's protest, I respect McDonald' refusal to change, and parent's wish to have control over whether their children receive one of these kits. This is a battle for the minds and hearts of Americans -- not a matter of a single product at a single purveyor. I don't think either side deserves to "win", but both sides deserve to have their say, in the public arena, and try to affect change in their preferred direction. If people want to be insulated from the disagreement, or want their children to be insulated from it, then stay home.