McDonald's Puts 'Turtles' On The Promo Menu
February 20, 2007

By Todd Wasserman

NEW YORK -- As any fan knows, the Teenage Mutant Ninja Turtles' favorite food is pizza, but when it comes time to promote the latest Turtles' movie, Warner Bros.' tapping a fast feeder that doesn't serve that doughy staple: McDonald's.

Why? "They're a fantastic partner," said Mimi Slavin, svp-promotions at Warner Bros. It's also the first time Warner has had a chance to work with McDonald's in years.

Since 1996, the burger chain has exclusively partnered with Disney for most promotional efforts, but last summer the two ended the relationship.

So, Slavin hopes this will be the start of something big for the studio.

"It's a whole new world," she said. "We're excited."

McD's is slated to tout the March 23 TMNT computer-animated release with a Happy Meal promotion, dangling TMNT action figures with the purchase of a meal. The chain also will support with an ad campaign.

McD's is one of several promotional partners for the film, including Kmart, Hot Topic, Wal-Mart, Toys "R" Us and Airheads.