McDonald's stopped giving out its "Step-It Activity Band" fitness trackers in Happy Meals after reports of resulting skin irritation, rashes and burns -- just days after teeing up the marketing tie-in with the Olympics in Rio de Janeiro.
"We have taken this swift and voluntary step after receiving limited reports of potential skin irritations that may be associated from wearing the band," company spokeswoman Terri Hickey said, according to CNN. "Nothing is more important to us than the safety of our customers and we are fully investigating this issue."
Casey Collyar of Arkansas raised concerns about the tracker in a Facebook post that has been shared more than 125,000 times.
The colorful activity bands strap onto the wrist like a watch and track activity levels by counting steps or blinking in relation to the speed of the user.
The fitness bands were part of a marketing push related to the Olympic games in Rio de Janeiro and were set to be included in Happy Meals for four weeks, Gizmodo reported.
The promotion drew criticism from some who complained the restaurant chain sent mixed messages about health.
"We’re just glad this experiment is finally over," Michael Nunez wrote for Gizmodo. "First of all, the fitness tracker was of dubious actual utility. But more importantly, it’s a real distraction from the very real problems with fast food. If you want your kid to live a healthier life — stop buying them McDonald’s."
Many Twitter users shared criticism of the fitness trackers.