Oak Brook, Ill. – July 29, 2011 – Starting today, McDonald’s invites kids and families around the world to go Smurfy blue this summer with the launch of The Smurfs^®, Happy Meal promotion.  Celebrating the release of The Smurfs^®, Columbia Pictures’ and Sony Pictures Animation’s highly anticipated 3-D family comedy, the worldwide Happy Meal program promotes the importance of good environmental stewardship and family togetherness.  The Happy Meal fun, which focuses on the great taste and appeal of fruits and vegetables, kicked off at participating McDonald’s restaurants in Latin America on July 14 and in North America today, rolling out around the world through November.

“McDonald’s is committed to playing a positive role in children’s well-being,” said Kevin Newell, executive vice president and global chief brand officer, McDonald’s.  “The Smurfs Happy Meal program delivers great quality food choices, fun toys and engaging digital content to learn about and positively impact the environment.”

“By working together with McDonald’s, we created a fantastic, fun and ultimately unique program that brings the enchanting world of The Smurfs to millions of people around the globe,” said George Leon, executive vice president, Sony Pictures Consumer Marketing.  “Our partnership is just one example of how two beloved brands can engage kids and families in new and meaningful ways.”

“The Smurfs” Around the World at McDonald’s
Smurfs may only be three apples tall, but the legendary blue characters are helping McDonald’s make a difference this summer in more than 100 countries around the world.  Customers will see a specially created live-action and computer animated global television commercial; in-restaurant Smurf signage and packaging; and social media updates on Facebook and Twitter.  The global McDonald’s Happy Meal promotion will be brought to life on McDonald’s interactive, online experience for kids – Stage M.  The action-packed site has been Smurf’d to feature exciting new content that motivates and encourages them to be a friend of the planet.  A new music video featuring Smurf characters uses colorful animation and fun tunes to teach kids about the environment.  Online components also include kid-friendly activities and games focused on sustainability and augmented reality applications that allow parents and kids to Smurf-ize themselves.

Examples of exciting promotions include:

• North America: McDonald’s restaurants in North America have teamed up with national nonprofit Keep America Beautiful (KAB) to invite kids to “Smurf the Earth” by choosing Apple Dippers in their Happy Meals.  Those Apple Dipper packages feature a digital code and when that code is entered at HappyMeal.com, McDonald’s and KAB will plant a tree (up to 100,000) in needed or devastated areas within national forests across the country.

“For more than 10 years, McDonald’s and Keep America Beautiful have collaborated to keep community and social responsibility at the forefront of McDonald’s operations and consumers’ minds,” said Matthew McKenna, president and CEO, Keep America Beautiful, Inc.  “Together with McDonald’s ‘Smurfs’ Happy Meal program, we’re helping kids and families across North America easily play a role in improving the world in which they live.”

In addition to the digital activation, 16 different Smurf toys in fun poses will be offered in Happy Meals beginning today through August 25.

• Latin America: McDonald’s restaurants will launch a one-of-a-kind Smurfs augmented reality program that transports kids into the Smurfs’ village with Papa Smurf and all his pals.  Augmented reality imagery will be printed on Happy Meal boxes and in-restaurant menu board displays featuring animated “Smurfs” footage, which also will connect customers with the movie experience.  “Clumsy” carrot bags will have fun themed packaging to encourage kids to choose these items.

1. Brazil: The Smurf program will generate excitement and showcase the fun personalities of the Smurfs with plush toys followed by Smurf figures with fun functions.  In-restaurant signage, crew apparel and packaging will feature scenes from the Smurfs’ village.  Plans to give away 1 million sunflower packets are also scheduled.

• Europe: McDonald’s is bringing the Smurfs characters to life across its digital properties in Europe.  New and engaging content, such as a Smurfs game that invites children to help take care of Papa Smurf’s flower pot garden, reinforces messages of sustainability while teaching about the importance of keeping the environment safe and clean.  Mobile activations and in-restaurant avatar items also will unlock Smurfs fun at McDonald’s. All European countries will feature plush Smurfs Happy Meal toys.

1. United Kingdom: Children and families will “Get Smurfin’ and Grow Crazy” with McDonald’s as they learn about the environment with the help of all the Smurfs characters.  A Smurfs drawing competition invites children to receive their very own mini Smurf flower garden and the chance to win a Smurfs gardening kit.  Happy Meals will feature up to 12 specially-designed Smurf plush toys that capture the unique and loveable personalities of the Smurfs.  “Smurfilicious” fruit bags and “Clumsy” carrot bags also will have fun themed packaging to encourage kids to choose these items.

The online kids’ Smurfs experience is available through McDonald’s country websites in the United States, Latin America and Asia Pacific, as well as through McDonald’s global website, aboutmcdonalds.com.