Industry News | August 14, 2008

McDonald's Partners with Lucasfilm Ltd.

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McDonald's and Lucasfilm Ltd. are teaming up to create a Happy Meal program, which will be available for a four-week period (August 15-September 11). The new program will be a Star Wars: The Clone Wars-themed Happy Meal experience.

"We're very excited to announce our first-time collaboration with Lucasfilm Ltd., brought to life through our Star Wars: The Clone Wars Happy Meal," says Rebecca Anderson, marketing manager for McDonald's USA. "Families and Star Wars fans alike are sure to enjoy this exclusive Star Wars experience at McDonald's."

Based on the action-packed, CG-animated theatrical release Star Wars: The Clone Wars, from Lucasfilm Animation, the Happy Meal features a collection of 18 bobble-head toys designed exclusively for McDonald's. The collection includes classic Star Wars characters as well as all-new characters from The Clone Wars, all designed in Lucasfilm Animation's signature style. McDonald's guests will receive one of 18 Star Wars toys with the purchase of a Happy Meal at participating McDonald's restaurants, while supplies last.

From Star Wars: The Clone Wars, the characters include Anakin Skywalker, Obi-Wan Kenobi, Yoda, Asajj Ventress, Ahsoka Tano (Anakin's new padawan learner), Captain Rex, Padme Amidala, C-3PO, and R2-D2. The Happy Meal collection also features favorite heroes and villains from the entire Star Wars saga: Luke Skywalker, Han Solo, Princess Leia, Chewbacca, Wicket the Ewok, Darth Vader, a Stormtrooper, Boba Fett, and General Grievous.

Each bobble head is posed on one of the vehicles from the Star Wars saga, such as the Millennium Falcon or Republic Gunship, and includes playable features, such as Darth Vader's breathing, Ahsoka's light-up lightsaber, and wind-up walkers like Chewbacca on an AT-ST.

McDonald's is inviting its youngest customers to continue their Star Wars experience online with a Jedi quest at the new Happy Meal Virtual World, an additional online experience that is currently available through http://www.happymeal.com. The new Virtual World Web site launched in early July, creating a free online world that kids can design for their own personal play experience.

The Star Wars: The Clone Wars visit to the Virtual World introduces a new space-station destination available for kids at the Web site. Jedi Master Yoda will arrive on the Republic Gunship and guide Virtual World visitors on a special Jedi quest featuring other characters from the animated film. Kids will find special codes on Star Wars: The Clone Wars Happy Meal packaging that allow them to unlock six additional top-secret Jedi quests in the virtual world. The Star Wars: The Clone Wars online adventure is available through September 10.

"McDonald's continues to look for innovative and relevant ways to inspire play and fun times for kids and families--both in our restaurants and now at home with our new Virtual World at happymeal.com," Anderson says. "Parents and their kids will find a safe online experience that is free every single day and that motivates kids to take on challenges that empower them and inspire their imaginations."

Star Wars: The Clone Wars characters and Darth Vader are also featured on Happy Meal packaging including four uniquely designed Happy Meal boxes as well as Apple Dipper and white and chocolate milk jug packaging. The Star Wars Happy Meal toys are recommended for children over the age of three. McDonald's restaurants also offer Happy Meal toys suitable for children under age three to customers upon request.