Toys “R” Us and McDonald’s Corp. unite next week on a holiday Happy Meals campaign offering eight miniature premiums based on the Paramus, NJ-based chain’s Animal Alley private-label plush line.
Through Dec. 27, the toys will be polybagged with a miniature 20-page version of the Big Toy Book, the chain’s annual holiday mega-circular. The mini-books contain $100 in Toys “R” Us coupons, “Just for McDonald’s customers!”
The program marks the first time McDonald’s has let a retailer tie into Happy Meals on such a grand scale. In addition, customers who purchase $10 worth of McDonald’s gift certificates receive an Animal Alley picture frame/Christmas tree ornament. It’s the QSR chain’s most aggressive gift certificate program in a decade, says Karlin Linhardt, senior director-youth marketing.
Oak Brook, IL-based McD will publicize with in-store P-O-P via Frankel, Chicago, and TV spots from Leo Burnett, also Chicago. Toys “R” Us will offer Happy Meal messages through P-O-P and circulars. Los Angeles-based Simon Marketing put the effort together for both partners. The campaign marks Simon’s swan song for McDonald’s, which dismissed the agency in August (October PROMO).
In other news, McDonald’s promoted a pair of regional marketing executives to replace vp-U.S. marketing R.J. Milano, who resigned abruptly late last month (Oct. 30 XTRA).
Dan Ryan and Neil Golden were both elevated to vp-U.S. marketing posts, Ryan to handle the promotion calendar and Golden to oversee strategy.
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