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McDonald's Launches First Global Kids' Meal Offer

June 16, 1998|Associated Press

CHICAGO — McDonald's Corp. kicks off its first global children's meal promotion on Tuesday, tying it to the upcoming "Mulan" animated movie from Walt Disney Co.

In 110 countries, children will receive one of eight toys free with the purchase of a Happy Meal under the promotion.

Word of the promotion comes only days before McDonald's is expected to inform as many as 700 of the 2,700 employees at its headquarters in Oak Brook, Ill., that their jobs have been eliminated. The company in March said it had commissioned a productivity study and planned to take a second-quarter charge to cover the layoffs.

"Mulan" is Disney's latest attempt to reclaim the success of such animated blockbusters as "The Lion King."

For McDonald's, the promotion is an effort to capitalize on its 10-year global marketing agreement signed with Disney in 1996 by bringing more children--and their parents--into the chain's restaurants.

The new promotion begins in the United States and Canada for four weeks and ends in December in Europe and the Middle East.

McDonald's shares slipped 94 cents to close at $63.69 on the New York Stock Exchange.

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