McDonald’s Corp., Oak Brook, IL, this week launches Mighty Kids Meals targeting eight- to 10-year-olds. The meals get the same toys, fries, and drinks as Happy Meals, but have bigger entrees (double burger/cheeseburger or six McNuggets).
Mighty Kids is designed to fill the gap between Happy Meals and Extra Value Meals and come in a “more mature-looking” brown paper bag that won’t change with each promo like Happy Meals do. The March 30 launch is part of McD’s March 30-April 18 tie-in to Miramax live-action film “Spy Kids.” Nine toys (each with a unique “spy function” modeled from the movie) come with Happy Meals and Mighty Kids Meals.
Oak Brook, IL-based promo shop The Marketing Store Worldwide is handling the program. National TV spots via Leo Burnett USA, Chicago, support the launch, with Hispanic ads by del Rivero Messiano Advertising, Miami, and African-American radio and print from Burrell Advertising, Chicago.
McD tested a big-kids’ meal in Detroit in 1998, but this is its first national offering. Competitor Burger King, Miami, has done well with its Burger King Big Kids Meal since a 1999 launch.
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