McDonald's to license brand on clothes, toys

CHICAGO: In a bid to expand beyond fast food, McDonald's Corp. said on 13 November that it will license its brand around the world in a range of children's products, including toys, clothing, footwear, accessory, interactive videos, DVDs, music and books.



The licensing plan, dubbed "McKids," had been hinted at for months by McDonald's top marketing executives, who had said they were seeking new ways to capitalise on the largest fast-food company's brand, which is among the best-recognised around the world.

“The business potential for McKids is tremendous,” said McDonald’s global chief marketing officer Larry Light. “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,” he added.

The plan includes licensing agreements with companies such as Creative Designs, Hasbro Inc. and Mattel Inc. , among others, McDonald's said.

McKids licensing comes on the heels of McDonald's launch in September of its first-ever global advertising campaign, "I'm Lovin' It." The campaign is the company's first to tie worldwide television advertising to a unified theme.

McKids will be introduced in the spring of 2004 in the United States, Canada, Mexico, Japan, China, Australia, Korea and Taiwan, with additional countries to follow said an official release.

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