A couple of years ago a concept was established in the USA based on
the idea that "real kids" were used to design "collection cards". The
company paid boys for a free Mc.Donalds meal and in return they had to
fill out a form and have their picture taken. The result was a
collection card which girls could purchase and collect. What was the
name of this company - do they have a website?

Hi lindstrom:

Thanks for the interesting question!

I believe that I have found the "collection cards" that you are asking
about. They are called "Boy Crazy" and the company that makes these
cards is called "Decipher Inc."

Their website for Boy Crazy cards is:

http://www.boycrazy.com/Index.asp

Their company address is: 

Decipher Inc.
300 East Main Street, Suite 1200
Norfolk, VA 23510
http://www.decipher.com/

Decipher's president, Cindy Thornburg, thought of the idea for Boy
Crazy in 1999 - apparently while looking at racks of teen magazines.

However, I could not find any data about the company trading McDonalds
meals for pictures. It seems that the boys are found at "mall
searches" and - yes - they are not paid for the use of their pictures.
The boys have to fill out questionnaires and sign off on their images
and information being used.

You can find a lot more information at the Boy Crazy website as well
as the following articles written about these cards:

Boy Crazy! Where the Boys Are
http://www.suite101.com/article.cfm/american_kitsch/41212

Dating in the Cards
http://www.parent-teen.com/fun/boycrazy.html

Utah has big share of cute guys on collectibles
http://www.starbeacon.com/subscribed/teenboycrazy.htm

Girls Choose The Boy Next Door
http://www.teenspeaknews.com/issue3/fashion-style/boy-crazy1.html

I hope that this information has been of help to you.  
 
If you need any clarification of the information I have provided,
please ask using the Clarification feature and provide me with
additional details as to what you are looking for. As well, please
allow me to provide you with clarification(s) *before* you rate this
answer.
       
Thank you.        
       
websearcher-ga       
       
     
Search Strategy:      

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"boy crazy" models
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"Decipher Inc"
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Well done!