Taco Bell dropping kids meals, toys by 2014

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Taco Bell announced Tuesday that it will drop kids meals and toys at all of its U.S. restaurants, according to USA Today.

“The future of Taco Bell is not about kids meals,” said Taco Bell CEO Greg Creed. “This is about positioning the brand for Millennials.”

Creed estimates that the chain will sell its last kids mean in January 2014.

According to the report, Taco Bell emerges as the first national fast-food chain to eliminate kids meals altogether. The meals are a huge lure for kids — which is why the industry sells more than 1.2 billion of them annually in the U.S., according to Federal Trade Commission data.

In 2011, the regional chain Jack-in-the-Box eliminated toys from its kids meals.

Read More: USA Today