McDonald's to Promote DreamWorks Films
LOS ANGELES - Ronald McDonald is ditching Mickey Mouse for Shrek. McDonald's Corp. said Wednesday it has signed a two-year, non-exclusive deal to promote DreamWorks Animation SKG films beginning with the release of "Shrek 3" in 2007.
McDonald's previously said it wanted to try a new approach to marketing partnerships when its exclusive 10-year deal with The Walt Disney Co. expires next year.
"Ten years is a very long time," said Larry Light, global chief marketing officer at McDonald's. "The world changes more than once in 10 years. I don't anticipate that we'll be making 10-year deals in the future with anybody."