DreamWorks Animation SKG and McDonald’s Corporation today announced a two-year worldwide marketing and promotional relationship. The first film associated with the tie-in will be Shrek 3, slated for release in 2007, and will include such signature promotions as McDonald’s Happy Meals.
The partnership, which gives McDonald’s worldwide promotional rights to new DreamWorks animated properties, was announced today by Jeffrey Katzenberg, DreamWorks Animation CEO, and Mike Roberts, McDonald’s president and COO.
“It is a privilege for DreamWorks to be partnering with McDonald’s,” says Katzenberg. “McDonald’s is one of the greatest companies and most recognized brands anywhere in the world. The broad appeal of our movies, coupled with the reach of the Golden Arches, will enable us to create further excitement and anticipation for our films, for millions and millions of people worldwide.”
Roberts says, “DreamWorks Animation shares our commitment to quality, innovation, and fun, and they’ve demonstrated an ability to reach moviegoers of all ages.”
The non-exclusive relationship with DreamWorks gives McDonald’s the flexibility to support other entertainment or films. The initial agreement is for two years, with an option to renew.
As part of the promotional agreement, DreamWorks will create original animation for some McDonald’s commercials. In addition, DreamWorks will work with McDonald’s to support the company’s balanced active lifestyles program.