MUMBAI: Fast food major McDonald’s and Twentieth Century Fox have announced their new global partnership surrounding the studio’s calendar of movies through 2010.

The multi-faceted partnership aims to offer something for everyone, including technology and animation; Happy Meal toy collections; and restaurant promotions in thousands of restaurants worldwide.

The new partnership begins with the upcoming sequel Night at the Museum: Battle of the Smithsonian Happy Meal promotion beginning this month. This programme will look to 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.

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.

McDonald’s global CMO Mary Dillon says, “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.”

Twentieth Century Fox executive VP marketing Jeffrey Godsick says, “Our partnership with McDonald’s brings together two great global brands. Aligning our brand with the world’s most recognised restaurant gives us the potential to extend the popularity of these ground-breaking experiences to millions of people worldwide.”

In the US Night at the Museum: Battle of the Smithsonian Happy Meal toy collection, which is available on 22 May features eight characters including Larry, Rexy and Octavius. The promotion 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 www.happymeal.com. McWorld is an online environment where kids can create their own avatars, play games and visit exciting destinations.

McDonald’s US VP marketing Neil Golden says, “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.”

In addition to the US McDonald’s “Night at the Museum: Battle of the Smithsonian” Happy Meal promotion is available in Europe, in Latin America and from 28 May 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.

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 US 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 from 22 May, with others to follow in concert with their Happy Meal programmes.

In addition McDonald’s in June and July 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.

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