Feeding time for The Dog at McDonald's - Licensing.biz

Feeding time for The Dog at McDonald's

Premiums to be featured in Happy Meals in restaurants Europe-wide.
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Photography brand Artlist Collection: The Dog is linking up with McDonald's for a Europe-wide promotion which will see a range of characters appearing in Happy Meals in participating outlets.

This will be the third time that McDonald's and The Dog - which is part of 4Kids' portfolio of brands - have worked together in Europe. Successful multi-territory promotions also ran in 2005 and 2007.

The promotion - which has already kicked off in Germany and Austria - will cover selected territories across EMEA for the rest of 2009. These will include Benelux, Norway, Denmark, Finland, Italy, Spain, Portugal, Eastern Europe and Russia, Switzerland, Greece, israel and Morocco.

Each Happy Meal sold during the promotional period will include one of six Dog premiums developed specially for the chain - Boxer, Bulldog, Boston Terrier, Beagle, French Bulldog and Retriever. The promo will be accompanied by TV advertising and in-store POS in select territories.

"The Dog is part of a very successful franchise that is not only attracting licensees across all sectors, but is demonstrating huge promotional potential," said Sandra Vauthier-Cellier, MD of 4Kids. "This latest partnership with McDonald's indicates their strong affinity for the brand."

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