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McDonald’s Names DIC as Worldwide Licensing Agent

McDonalds Corp. has named DIC Ent. (DIC) as its worldwide licensing agent for active play toys, entertainment and apparel as well as other concepts to come. DIC will develop comprehensive new programs and products for McDonalds McKids brand slated to rollout in 2005 and 2006.

McKids is the latest example of McDonalds commitment to promoting balanced active lifestyles through active play, active learning, active entertainment, videos/DVDs and childrens apparel. 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, McDonalds and DIC will introduce a brand new line of vintage McDonalds apparel to be introduced at specialty shops late in 2005, featuring some of McDonalds most memorable ad themes and vintage logos.

"One of the strategic pillars of our leadership marketing is promoting Balanced Active Lives, said Larry Light, McDonalds global chief marketing officer. Our McKids line will do just that. They will be top quality, safety tested, innovative, cool products at a great value for families. The partnership with DIC will help us bring this concept to life in exciting ways designed to help make fitness fun.

DIC is thrilled to partner with McDonalds, one of the most trusted brands for consumers, said Andy Heyward, chairman/ceo, DIC. We believe there is a tremendous opportunity to create product lines that deliver fun and entertainment, as well as build childrens awareness to the importance of an active lifestyle.

McDonalds and DIC will debut the McKids brand in international 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 representatives.

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. Under Fowlers leadership, 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 McDonalds brands.

DIC Ent., a leading childrens entertainment company, is a full-service studio dedicated to creating, developing, producing, distributing, marketing and merchandising family-based intellectual properties. DIC has distinguished itself by building one of the largest libraries of U.S. animation with more than 3,200 half-hours of programming. DIC is headquartered in Burbank, California with international offices in New York, Paris, London and Cologne.

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Rick DeMott
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