New multi-year deal will see Disney properties return to Happy Meals this year.
Disney has confirmed a new alliance with McDonald’s in the US which will see its properties return to Happy Meals after more than a decade.
The multi-year non-exclusive agreement will see the two companies collaborate on Happy Meal cross promotional campaigns in the US for select movies from Walt Disney Animation Studios, Pixar Animation Studios, Disney Live Action, Marvel Studios and Lucasfilm.
The partnership will kick off with Incredibles 2 – which hits US cinemas in June – and will be followed in the autumn by Ralph Breaks the Internet: Wreck-It Ralph 2, which debuts in November.
McDonald’s recently revealed its ‘Commitment to Families’ initiative, which is the latest in a series of customer-led changes that created new global nutrition criteria for Happy Meals, which will reduce calories, saturated fat, sodium and added sugar in many Happy Meal combinations.
In June 2018, all Happy Meals offered on menu boards in the US will be in line with Disney’s nutrition guidelines.
“McDonald’s commitment to balanced Happy Meals allows our two companies to collaborate on new ways to bring the magic of Disney to McDonald’s consumers,” said Tiffany Rende, svp, corporate alliances at The Walt Disney Company.
Morgan Flatley, McDonald’s US chief marketing officer, added: “As we continue to build a better McDonald’s, this relationship combines ingenuity in food and entertainment to encourage more balanced meal selections in our Happy Meals and inspire families in fun and innovative ways.”
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