When it comes to giving away promotional items, they don’t come much bigger then Ronald McDonald, with his array of crazy character side-kicks. Not even Gift Selection can compete, with the volume of promotional products the fast-food giant churns out throughout the world.
The Happy Meal, although not inventing the idea of giving away a promotional product with a children’s mean, is certainly the most popular. Happy Meal toys have become increasingly elaborate, from initially being little more than a cheap plastic trinket, they have gradually been replaced with increasingly sophisticated toys, many of which are a tie-in to some existing toy line or film. Between the 1980s and 2006, this was usually a Disney movie. However, on January 1, 2007, Disney did not renew the contract, wishing to use their characters to promote healthier foods instead.
Aside from it’s relations with Disney, McDonald’s iconic 'I'm loving it' slogan, is set to change here in the UK. Within six months, McDonald’s chief marketing officer Mary Dillon, is hoping we will all be chirping “You deserve a break today” instead.