McDonald’s® Kicks-Off Summer-Long Celebration of the 30th Birthday of the Happy Meal®

Celebration Includes a Search for the “Happiest Cities for Families” In America, “Happy Birthday Happy Meal” Web Site and Blockbuster Theatrical Property “Ice Age: Dawn of the Dinosaurs™”

It’s the 30th Birthday of the Happy Meal®, but McDonald’s® is giving families all of the presents. Today, McDonald’s kicks-off a summer-long celebration, all in honor of the iconic Happy Meal. Over the years, Happy Meals have represented a simple pleasure and fun times to generations of children and parents around the world.

The fun begins with the newest Happy Meal promotion with Twentieth Century Fox’s “Ice Age: Dawn of the Dinosaurs™” in participating restaurants on June 19 and in theaters everywhere July 1. It continues with McDonald’s search for the “Happiest Cities for Families” in America plus a new Happy Meal Birthday Web site at www.mcdonalds.com/happymeal30th. Kids of all ages will also enjoy additional toy properties throughout the summer, including a surprise 30th Birthday toy in July that brings back one of the most popular Happy Meal properties.

“I remember going to McDonald’s as a child and the pleasure of opening the Happy Meal box to see what kind of fun was inside,” said Rebecca Anderson, McDonald’s U.S. Marketing Manager. “Now as a parent, I’m able to share this same memorable experience with my own children. We invite families to embrace the fun in a new way.”

“Happiest Cities for Families” in America

Having fun with families is the cornerstone of McDonald’s summer-long Happy Meal celebration. In honor of Happy Meal’s 30th Birthday, McDonald’s celebrates “happy” in America through a search for the “Happiest Cities for Families” with Sperling’s BestPlaces. McDonald’s will unveil the Top 10 “Happiest Cities for Families” through a 30th Birthday red carpet celebration in the “Happiest City” this July. For more information, visit www.mcdonalds.com/happymeal30th.

Fun for Families Online

Parents can visit www.mcdonalds.com/happymeal30th for a celebration of the fun Happy Meals have provided families over the years, and also find information on Happy Meal choices available on the menu and birthday party planning tools. Parents can download a Happy Birthday Party Kit including printable birthday invitations, thank you notes and customizable banners. Families can also test their Happy Meal knowledge through ongoing trivia questions.

Ice Age: Dawn of the Dinosaurs

The third in Twentieth Century Fox’s blockbuster Ice Age trilogy, “Ice Age: Dawn of the Dinosaurs™” (rated PG), stampedes into McDonald’s restaurants beginning June 19 through July 16. The sub-zero heroes are back, taking kids on an adventure through a mysterious underground world encountering dinosaurs along the way. The new Happy Meal toy collection features eight characters from the movie. McDonald’s customers will receive one of eight toys with the purchase of a Happy Meal at participating McDonald’s restaurants, while supplies last.

Happy Meal Over the Years

Since 1979, McDonald’s Happy Meals have combined quality food choices with exciting toys and games, creating lasting memories for generations of families, fun for kids and inspiration for collectors. Happy Meal promotions have always reflected the newest trends in toyland, including kids’ and collectors’ favorite characters from today’s blockbuster films or year-to-year favorites like Barbie™ and Hot Wheels.® Some parents probably remember when the McNugget Buddies® made an appearance in the Happy Meal in 1988 and again in 1996. Since the very first Circus Wagon-theme, the Happy Meal has always offered fun experiences everyone can enjoy.

McDonald’s has also evolved its Happy Meal menu. In 1984, Chicken McNuggets® were introduced to the menu and have been a favorite since. In 2003, McDonald’s introduced a new Chicken McNugget made with white meat. Happy Meal Choices launched in 2004, giving customers the opportunity to enjoy a variety of quality food choices with their Happy Meal purchase, including Apple Dippers (fresh, peeled apple slices) served with low-fat caramel dipping sauce, low-fat white and chocolate Milk Jugs, served in easy to handle containers, and no-sugar-added apple juice.

In 2008, McDonald’s extended the Happy Meal experience to create a safe and exciting virtual world continuing the fun online. Each Happy Meal toy features a special code directing kids to visit McWorld®, McDonald’s virtual world at www.happymeal.com. McWorld is a dynamic and engaging online environment where kids can create their own avatar, play games and visit cool destinations. New activities specific to each new toy property can be found on the site monthly.

Happy Meal toys are recommended for children over the age of three. McDonald’s restaurants also offer Happy Meal toys suitable for children under age three to customers upon request.

About McDonald’s

McDonald’s USA, LLC, is the leading foodservice provider in the United States serving a variety of wholesome foods made from quality ingredients to millions of customers every day. More than 80 percent of McDonald’s 14,000 U.S. restaurants are independently owned and operated by local franchisees. For more information on McDonald’s visit www.mcdonalds.com or log on at any of the 10,000 Wi-Fi enabled McDonald’s U.S. restaurants.

© 2009 McDonald’s

Contacts

For more information contact:
Nicole Neal, McDonald’s USA
630-623-2901
nicole.neal {at} us.mcd(.)com
or
Kelli Anderson, GolinHarris
312-729-4432
kanderson1 {at} golinharris(.)com