DIC, McDonald’s Sign Licensing McPact

In what seems to be a huge coup for Burbank-based DIC Entertainment, the company has been named as the worldwide licensing agent for McDonald’s worldwide licensing agent for active play toys, entertainment, apparel and other concepts to be announced later.

McDonald’s Corporation has named DIC Entertainment (DIC) as its worldwide licensing agent for active play toys, entertainment and apparel as well as other exciting concepts to come. The announcement was made today by Larry Light, McDonald’s Global Chief Marketing Officer and Andy Heyward, Chairman & CEO, DIC.

DIC, which is the hot outfit behind the launch of Strawberry Shortcake and the upcoming tween property Trollz, will be spearheading new programs and developing products for McDonald’s McKids brand (slated to rollout in 2005 and 2006). The McKids line includes bikes, skateboards, scooters, outdoor play equipment, videos and an entire line of clothing and accessories.  Some of the new offerings will be introduced beginning later this year.  In addition, for young adults, McDonald’s and DIC will introduce a brand new line of vintage McDonald’s apparel to be introduced at specialty shops late in 2005, featuring some of McDonald’s most memorable ad themes and vintage logos.

"DIC is thrilled to partner with McDonald’s, one of the most trusted brands for consumers," says Andy Heyward, DIC’s chairman and CEO.  "We believe there is a tremendous opportunity to create product lines that deliver fun and entertainment, as well as build children’s awareness to the importance of an active lifestyle."

McDonald’s and DIC will debut the McKids brand in markets this year, including New York Licensing Show next week, the Brand Licensing Show in London, and Licensing Asia in Japan, where DIC will announce the appointment of new licensees and international reps. In spring 2006, a new McKids video series will be launched in partnership with Warner Home Video to further promote fitness and activity. Nancy Fowler, president of worldwide consumer products at DIC will oversee the development and launch of the programs. DIC will also expand its consumer products division to include new offices in the U.S., Europe, Asia and Latin America exclusively dedicated to the McDonald’s brands.