May 13, 2009

McDonald’s, Fox team up for ‘Museum’ promo

McDonald's and Twentieth Century Fox Wednesday announced a new global partnership surrounding the studio's upcoming movies through 2010.

The partnership includes innovative Happy Meal toy collections inspired by the eagerly awaited sequels Night at the Museum: Battle of the Smithsonian and Ice Age: Dawn of the Dinosaurs, the companies said.

Given today's challenging economic environment, consumers are looking for fun, quality and value, and we're providing just that, Mary Dillon, McDonald's global chief marketing officer, said in a statement. McDonald's is an entertainment brand for customers, and our partnership with Twentieth Century Fox enables us to engage audiences of all ages -- kids, families and adults -- through creativity, innovation and marketing leadership.

Our partnership with McDonald's brings together two great global brands, added Jeffrey Godsick, Twentieth Century Fox's executive vice president of marketing. Aligning our brand with the world's most recognized restaurant gives us the potential to extend the popularity of these ground-breaking experiences to millions of people worldwide.

The companies said their joint campaign includes Museum-McDonald's tie-in commercials, as well as a Happy Meal toy collection in which each trinket is activated by a trading card much like the magical tablet in the movie. Each toy also comes with a special code with which kids can visit the McWorld Web site to create their own avatars and play games.