Fun Heats Up at McDonald's(R) With Launch of the Coolest Global Happy Meal(TM) Event in Ages - Twentieth Century Fox's 'Ice Age: Dawn of the Dinosaurs(TM)'

    OAK BROOK, Ill., June 18 /CNW/ -- This summer, McDonald's and Twentieth
Century Fox invite kids and families to beat the heat as the fun-loving
characters from "Ice Age: Dawn of the Dinosaurs" stampede into Happy Meals
worldwide. McDonald's restaurants will offer adventure-seeking fans one of the
coolest promotions in ages, from Happy Meal toys and menu items featuring
characters from the much-anticipated next chapter in the "Ice Age" film
franchise, to in-store activities and "Ice Age: Dawn of the Dinosaurs"-themed
giveaways. The fun began at participating restaurants in China on June 17 and
starts in North America on June 19, rolling out around the world through


    "We're committed to bringing the biggest and most exciting properties to
life for our customers, and offering them the high-quality food they love,"
said Mary Dillon, McDonald's global chief marketing officer. "The McDonald's
Ice Age Happy Meal event will feature movie characters on a variety of Happy
Meal food choices worldwide, such as Apple Dippers and low-fat white and
chocolate milk jugs in the U.S., to reach kids in a fun and responsible way."

    "By working together with McDonald's, we're able to share the adventure
and wholesome family fun of 'Ice Age: Dawn of the Dinosaurs' with millions of
people around the world," said Jeffrey Godsick, Twentieth Century Fox's
executive vice president of marketing. "We were so pleased with the success of
our first joint promotion for 'Night at the Museum: Battle of the
Smithsonian,' and look forward to many more successful collaborations in the

    U.S. Promotion
    The U.S. "Ice Age: Dawn of the Dinosaurs" Happy Meal toy collection,
which is available at participating restaurants beginning June 19, features
eight prehistoric characters including favorites such as Manny, Scrat and Sid.
The excitement extends online as each Happy Meal toy will feature a special
code to McWorld, McDonald's dynamic and engaging online environment for kids
at When they visit McWorld, kids can chill with Ice Age
characters on a new Dinosaur Island and unlock a cool surprise. They can also
create their own avatars, play games and visit exciting destinations.

    Engagement Around the World
    McDonald's "Ice Age: Dawn of the Dinosaurs" Happy Meal promotion began in
select markets on June 17 in Asia Pacific and continues June 19 in Europe,
June 25 in Latin America and June 27 in the Middle East and Africa. Each
country will feature the popular "Ice Age: Dawn of the Dinosaurs" Happy Meal
collection with its own special twist.

    For example, in Asia Pacific and Latin America, each toy will display a
heat-activated leaf on its body. When consumers rub the leaf, the heat of
their finger will reveal a special image hidden underneath. In Europe,
restaurants will offer character-themed lolli-makers and color-changing cups.
Australia will offer the cups for free with the purchase of a new Fruit
Fizz(TM) drink made with real fruit juice and sparkling water with no added
sugar, artificial colors or flavors.

    Restaurants in Latin America will offer kids special character-themed
visors and bookmarks. In Mexico, restaurants will be transformed into worlds
of hot and cold with frozen restaurant signs and "Ice Age" characters and
scenes wrapping restaurant windows and popping out of ceilings and walls.
Argentina will be transformed into an ice age, as snow machines will cover
roadways with snow and blocks of ice communicating the "Ice Age" presence at
McDonald's will line major streets. A promotional vehicle will visit popular
public areas where customers will be invited to play games for a chance to win
cool McDonald's desserts. Each customer who purchases a Happy Meal will be
entered to win a trip for two to a nearby glacier or an ice hotel in Sweden.

    Select restaurants in the U.K. will host family scavenger hunts, taking
kids on an underground adventure to help the movie characters retrieve lost
items, and will offer in-store giveaways such as character masks and balloons.
The popular characters will also appear on Happy Meal choice menu items
including organic milk, fruit bags and carrot sticks. U.K. restaurants will
also offer special vouchers in Happy Meal boxes that can be redeemed for "Ice
Age: Dawn of the Dinosaurs" movie vouchers, books and DVDs.

    Worldwide, specially designed in-store merchandising, including window
posters, drive-thru translites and displays, and movie-themed Happy Meal
boxes, will convey the adventure and friendship of the movie by highlighting
the fun-loving prehistoric characters.

    McDonald's "Ice Age: Dawn of the Dinosaurs" TV Commercials
    Twentieth Century Fox created custom animation featuring characters and
scenes from "Ice Age: Dawn of the Dinosaurs" for McDonald's to use in two
global television commercials that will begin airing June 19 in the U.S., then
rolling out in participating markets around the world through August as Happy
Meals launch. The U.K. will begin airing two commercials featuring adapted
film animation on June 24 that focus on hydration and fruit offerings, and
France will begin airing country-specific commercials on July 1.

    "Ice Age: Dawn of the Dinosaurs"
    Starring Ray Romano, John Leguizamo, Denis Leary, Simon Pegg and Queen
Latifah, "Ice Age: Dawn of the Dinosaurs" sees the return of the sub-zero
heroes from the worldwide blockbusters "Ice Age" and "Ice Age: The Meltdown"
... in 3-D. This time, they're beneath the ice, discovering a world of
dinosaurs. "Ice Age: Dawn of the Dinosaurs" has everything audiences loved
about the first two films, adding even more comedy, action and spectacular
visuals. Our beloved heroes live on, with some memorable new characters thrown
into the "Ice Age" mix. The movie launches in North America and select
countries in Europe, Latin America, Middle East and Asia Pacific on July 1,
and then rolls out around the world through August.

    About McDonald's
    McDonald's is the leading global foodservice retailer with more than
32,000 local restaurants in more than 100 countries. About 80 percent of
McDonald's restaurants worldwide are owned and operated by franchisees. Please
visit our website at to learn more about the Company.

    About Fox Film Entertainment
    One of the world's largest producers and distributors of motion pictures,
Fox Filmed Entertainment produces, acquires and distributes motion pictures
throughout the world. These motion pictures are produced or acquired by the
following units of FFE: Twentieth Century Fox, Fox 2000 Pictures, Fox
Searchlight Pictures, Fox Atomic, and Twentieth Century Fox Animation.

    (C) 2009 McDonald's


For further information:

For further information: Suzanne Valliere of McDonald's,
+1-630-623-7555,; or Deanna Killackey of JSH&A
Public Relations, +1-630-932-7927,, for McDonald's; or Chris
Petrikin of Twentieth Century Fox, +1-310-369-4781, Web

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