McDonald’s Corporation today announced plans to introduce a major new multi-category licensing initiative called “McKids.” The new McKids retail line will feature top quality, action-oriented toys, casual contemporary clothing, interactive videos, and books.

“The business potential for McKids is tremendous,” said Larry Light, McDonald’s global chief marketing officer. “It will unify all our retail licensed products under one brand, with one brand look and one brand vision. It exemplifies the kind of new thinking, focus and bold action that is redefining McDonald’s. It’s all about connecting with consumers in fresh, relevant ways both inside and outside our restaurants.”

The McKids toy line will expand on the success of the current portfolio of popular retail toys like the McFlurry Maker made by toy maker Spinmaster and available at retail locations including Wal-Mart, Toys R Us and Target.

The new McKids brand will be introduced beginning in spring 2004 in the U.S., Canada, Mexico, Japan, China, Australia, Korea and Taiwan, with additional countries to follow.

News, McDonald's