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McDonald’s® Celebrates Walt Disney Pictures’ Treasure Planet with Action and Adventure for Young Customers
In-Restaurant Promotion Features Mighty Kids Meal Game and Happy Meal® Collection
Oak Brook, Ill. (November 21, 2002) - Just in time for the holidays, participating McDonald’s restaurants nationwide are launching a movie promotion for adventurous kids of all ages tied to Walt Disney Pictures’ latest animated feature film Treasure Planet.
The in-restaurant promotion runs from November 21 through December 19 and includes a set of eight collectible Happy Meal toys modeled after characters from the movie and exciting movie-themed preview CD-Rom games with the purchase of a Mighty Kids Meal.
“Through the Treasure Planet Happy Meal and Mighty Kids Meal promotion, we hope to bring the fun and excitement of Disney’s movie to life for our customers during the holiday season,” said Kent Voetberg, McDonald’s U.S. Marketing Director. “We think younger children will have fun collecting the action figures and discovery pieces in our Happy Meals and older children will enjoy the new interactive preview CD-Rom games linked to this epic movie.”
The McDonald’s Treasure Planet in-restaurant promotion includes:
Collectible Happy Meal Toys The Happy Meal toys feature a collectible series of the movie’s main characters: Jim Hawkins, Silver, B .E.N.-the “Bio-Electronic Navigator,” Dr. Doppler, Captain Amelia, Arrow, Scroop, and Morph. Each toy comes with a special discovery action figure. When a customer collects all eight action figures and discovery pieces they form a “life size” map ball that is highlighted in the movie. One toy is included with the purchase of each Happy Meal while supplies last.
Mighty Kids Meal CD-Rom Games Three unique interactive Treasure Planet themed preview CD-Rom games will be available with the purchase of a Mighty Kids Meal. When all three games are loaded onto the same computer a fourth game automatically opens creating more fun and action for the kids. One game is included with each Mighty Kids Meal while supplies last.
Movie Themed Packaging During the first week of the promotion, a specially designed Happy Meal box shaped like the Treasure Planet ship will be distributed with the purchase of a Happy Meal, while supplies last. Graphics from the movie also will be featured on carry out bags and medium size cups throughout the promotion.
Walt Disney Pictures’ Treasure Planet Walt Disney Pictures’ Treasure Planet is an animated science fiction space fantasy that retells the story from the classic novel, Treasure Island. The movie features a teen named Jim Hawkins who is on a journey across the universe aboard a space ship. It’s an adventure filled with comedy, mystery, suspense and a voyage of self-discovery. The movie is directed by Ron Clements & John Musker, the acclaimed writing/directing team responsible for “The Little Mermaid“ and “Aladdin,” it opens in theaters nationwide on November 27.
Advertising The Treasure Planet Happy Meal promotion will include advertising for children, along with adult messaging to support McDonald’s national Dollar Menu campaign. Leo Burnett Company created the general market commercials and the Happy Meal spots.
McDonald’s/Disney Alliance McDonald’s Corporation and Walt Disney Company® are global alliance partners in an exclusive 10-year multi-divisional, multi-national relationship. McDonald’s has exclusive restaurant industry marketing rights to Disney properties, including film, home video, theme parks and television.
The Walt Disney Company is the world’s foremost family entertainment company engaged in animated and live action film and television production; cable and broadcast television; theme parks and resorts; character merchandise licensing; consumer products retailing; and book, magazine and music publishing.
McDonald’s is the leading global foodservice retailer, with more than 29,000 restaurant serving nearly 46 million people each day in 121 countries. Approximately 80 percent of all McDonald’s restaurants worldwide are owned and operated by independent franchisees.
- McDonald’s® Celebrates Walt Disney Pictures’ Treasure Planet with Action and Adventure for Young Customers, McDonald's press release, November 21, 2002.