Twentieth Century Fox & McDonald’s ink global partnership


MUMBAI: McDonald’s and Twentieth Century Fox have inked a global partnership surrounding the studio’s new movies through 2010. The multi-faceted partnership offers something for everyone, including never-before-seen technology and animation; innovative Happy Meal toy collections; and restaurant promotions in thousands of restaurants worldwide.

Restaurants around the world will feature all-family programming for top movies starting with Night at the Museum: Battle of the Smithsonian and Ice Age: Dawn of the Dinosaurs. The global McDonald’s and Fox relationship demonstrates both companies’ commitment to providing customers of all ages with top entertainment and cutting-edge experiences.

"Given today’s challenging economic environment, consumers are looking for fun, quality and value, and we’re providing just that. 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," said McDonald global chief marketing officer Mary Dillon.

"Our partnership with McDonald’s brings together two great global brands. 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," said Twentieth Century Fox executive vice president of marketing Jeffrey Godsick.

The partnership begins with the upcoming sequel Night at the Museum: Battle of the Smithsonian Happy Meal promotion beginning this month. This program will make history fun and accessible to kids in an adventurous and imaginative way through custom animated television commercials and an action-packed Happy Meal toy collection with each toy activated by a trading card much like the magical tablet in the movie.

US Promotion

The US Night at the Museum: Battle of the Smithsonian Happy Meal toy collection, which is available in the United States on May 22, features eight characters including such favorites as Larry, Rexy and Octavius. The excitement extends online as each US Happy Meal toy comes with a special code to unlock more fun at McWorld, the McDonald’s virtual world at

"Great food and great fun come together for families with this promotion. They get quality food choices like Apple Dippers and low-fat milk jugs plus the fun that comes from our partnership with one of the biggest entertainment properties in the world," said McDonald’s vice president, US marketing Neil Golden.

Engagement Around the World

In addition to North America, the McDonald’s Night at the Museum: Battle of the Smithsonian Happy Meal promotion will be available starting May 13 in Europe, May 14 in Latin America, and May 28 in Australia, the Middle East and Africa. All markets will feature the popular museum characters in Happy Meal collections, with some special additions. For example, McDonald’s restaurants in the United Kingdom and Australia will offer an extra toy design – French general Napoleon Bonaparte sitting proudly on his horse. Specially designed in-store merchandising, including window posters, drive-thru translites and displays, and movie-themed Happy Meal boxes, will convey the adventure and fun of the movie by highlighting some of the most exciting eras in history.

McDonald’s Night at the Museum 2 TV Commercials

Fox’s creative approach is featured in multiple McDonald’s commercials worldwide. McDonald’s commercials in Europe will incorporate actual clips from the film. In the United States and Latin America, the ads will feature exclusive, custom Night at the Museum animation and special effects provided by Fox. US ads will begin airing May 22, with others to follow in concert with their Happy Meal programs.

Ice Age: Dawn of the Dinosaurs Happy Meal

This June and July, McDonald’s will invite moviegoers to beat the heat with the launch of Ice Age: Dawn of the Dinosaurs all-family event. Ice Age: Dawn of the Dinosaurs is the third installment of the Ice Age film series.