McDonald’s Names DIC Licensing Agent; Sweeps Ties to Sharkboy
McDonald’s Corp. has signed DIC Entertainment as its worldwide licensing agent for active play toys, entertainment and apparel.
DIC will develop new programs and products for McDonald’s McKids brand slated to rollout later this year and in 2006. The McKids brand includes bikes, skateboards, scooters, outdoor play equipment, videos and a line of clothing and accessories. In addition, a line of vintage McDonald’s apparel for young adults will bow at specialty shows late this year. The McKids brand will debut at the New York Licensing Show next week at the Jacob Javits Center, the Brand Licensing Show in London and at Licensing Asia in Japan.
Next spring, in a partnership with Warner Home Video, a McKids video series will debut to promote fitness and activity.
Nancy Fowler, president of worldwide consumer products at DIC, will oversee the development and launch of the programs. DIC offices dedicated exclusively to the McDonald’s brand will open in the U.S., Europe, Asia and Latin America.
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| Consumers will find one of eight different movie-themed premiums in McDonald’s kids’ meals |
In a separate development, McDonald’s is bringing the new Dimensions Film movie The Adventures of Sharkboy and Lavagirl in 3-D to life, as part of the QSR’s latest Happy Meal and Mighty Kids Meal promotion and sweepstakes.
The Adventures of Sharkboy and Lavagirl in 3-D tells the tale of Max, a young boy with the ability to bring his imaginary hero friends, Sharkboy and Lavagirl, to life. Together, the group sets off to prove that dreams can become reality. The film hit theaters nationwide on June 10.
Each Happy Meal and Kids Meal includes one of eight toys inspired by the film, including action figures with moveable parts, shark- and lava-themed water squirters, a dream journal, a shark pencil and booklet, paper figures and 3-D reversible glasses.
This week, McDonald’s is rolling out a new premium that taps into the film’s 3-D feature as part of its kids’ meal offerings. Starting Friday, kids will receive a movie-themed “Flippit,” a dimensional paper premium that conveys motions and transforms the image of Shark Boy into the image of Lavagirl. The premium comes complete with a build-your-own comic/activity book—a new venture for the QSR compared to traditional toy offerings.
The premium, the first of its kind for McDonald’s, lets children interact with their Happy Meals, said Satyajit Deb, director, emerging technologies for Oak Brook, IL-based Creata Promotions USA, the marketing and manufacturing agency that produces and markets Happy Meal promotions. Torrance, CA-based Americhip, Inc. created the patented premium for the promotion.
“We wanted something unique for this Happy Meal promotion,” Satyajit said. “[The Flippit] brings on the whole imagination and transformation that is depicted in the movie. It works very well.”
Americhip has manufactured “multiple millions” of the movie-themed Flippit, which is available in one design, said Kevin Clegg, executive VP of AmeriChip. Flippits have become a hot commodity because of its ability to “convey such a strong transformation message,” he said.
“People will sit and interact and play with it for a long time,” Clegg said of the premium. “It keeps the branding right in front of the consumers.”
The toy premiums will be available through July 7 or until supplies last. P-O-P and Internet materials support.
Oak Brook, IL-based McDonald’s has offered premiums as part of its Happy Meals since June 1979.
In addition, McDonald’s is offering kids a chance to win a room makeover via the Extreme Dream Sweepstakes. Kids can enter to win $5,000 toward the room of their dreams. Entry forms are available on Happy Meal boxes or online at Mcdonalds.com. Kids who enter can submit drawings of their dream bedrooms.
Three grand-prize winners will each receive $5,000 each for a bedroom makeover; 60 first-prize winners will receive a JVC Home Theater System, which includes a six DVD changer, four floorstand speakers and a radio receiver; 200 second-prize winners will receive a pair of Sharkboy or Lavagirl pajamas.
The sweepstakes is open to consumers ages four to 12 and runs through Aug. 4. Internet materials support.
