McDonald's snags Shrek 3 in partnership with DreamWorks
CHICAGO (AFP) - The Oscar-winning green ogre Shrek will be appearing on McDonald's Happy Meals thanks to a new partnership with DreamWorks Animation, the companies said.
The two-year worldwide marketing and promotional deal is set to begin in 2007 and will snag Shrek away from rival Burger King, which had retained marketing rights to the first two smash-hit animated films.
McDonald's would not say how the deal will affect its partnership with Disney, which is set to expire at the end of 2006.
However, the agreement is non-exclusive and will allow McDonald's to partner with other studios.
"Some of our most successful Happy Meals were Disney properties and we continue to work with them on remaining products," Mike Roberts, McDonald's president and chief operating officer said in a conference call with reporters.
DreamWorks has agreed to use its award-winning animation facilities to help McDonald's produce commercials, some of which would have Ronald McDonald interact with DreamWorks characters such as Shrek.
The studio will also use its characters to help promote McDonald's "balanced active lifestyles" program.
The deal gives McDonald's global rights to four DreamWorks films but does not preclude the studio from partnering with non-restaurants for further promotional activities.