McDonald's® Goes Undercover with SPY Kids™ Happy Meal® and Mighty Kids Meal™ Promotion

Be on the lookout for undercover kids who will appear across the country starting tomorrow when McDonald's launches its SPY kids™ Happy Meal and Mighty Kids Meal promotion. The promotion will include nine different interactive spy-themed toys that are tied to Dimension's newest movie -- SPY kids™ starring Antonio Banderas, Carla Gugino, Alexa Vega, Daryl Sabara, Alan Cumming, Teri Hatcher, Cheech Marin, Danny Trejo, Robert Patrick, and Tony Shalhoub. The promotion also will include an online game where kids can win exciting prizes through the McDonald's web site.

The SPY kids™ promotion, which runs March 30 through April 18, marks the first time that McDonald's has collaborated with Dimension as well as the first time McDonald's will offer its popular toys in both McDonald's Happy Meal and Mighty Kids Meal. The Mighty Kids Meal -- a new permanent addition to McDonald's menu -- is targeted toward kids ages 8-10. The meal option includes the same size French fry, drink and toy as the Happy Meal, but offers older kids more of their favorite entrees -- either a double hamburger, double cheeseburger, or 6-piece Chicken McNuggets® -- to satisfy their developing appetites and distinguish them from younger kids.

"We are very excited about the SPY kids™ Happy Meal and Mighty Kids Meal promotion because they provide the perfect opportunity to enhance the McDonald's experience for both younger kids and tweens," said R.J. Milano, vice president of Marketing, McDonald's USA. "We are always striving to connect with kids by offering them their favorite food coupled with the hottest entertainment properties and toys. Our SPY kids™ promotion delivers this fun experience."

"Dimension is proud to partner with McDonald's on this exciting and timely promotion," said Lori Sale, senior vice president of Worldwide Promotion for Miramax/Dimension Films. "McDonald's Happy Meal and new Mighty Kids Meal programs are the ideal vehicles for reaching our SPY kids™ viewers, because both programs appeal to younger and older kids."

The McDonald's-Dimension SPY kids™ promotion includes:

Spy Kids toys -- The McDonald's SPY kids™ Happy Meal and Mighty Kids Meal toys feature the Spy Squirter, Spy Motion Detector, Spy Watch, Spy Phone, Spy Glasses, Spy Light and Launcher, Spy Camera, Spy Fooglie Identifier, and Invisible Visible Spy Pen. Each of the nine toys is highly functional like the Spy Camera, which functions as a real, working camera when 110-mm film is inserted. All toys have a "spy" function modeled after the movie.

McDonald's SPY kids™ Ultimate Spy Game -- Kids of all ages can take the secret spy code printed on an insert inside the SPY kids™ Happy Meal/Mighty Kids Meal toy bags and enter the code on the McDonald's web site at http://www.mcdonalds.com/ . On the site, kids can answer fun spy questions and then enter to win exciting prizes. Prizes include an Isuzu Axiom, Kodak DC 290 Digital Cameras, Foster Grant Children's Sunglasses, or children's movie tickets. Grand prize winners will be announced on the web site.

Everyone is a winner in the Ultimate Spy Game because even those who do not win a featured prize can print a coupon from the site for a free pack of McDonaldland® cookies with the purchase of their next Happy Meal or Mighty Kids Meal. The coupon expires June 30.

McDonald's (NYSE: MCD) is the world's leading foodservice retailer with more than 28,000 restaurants, serving more than 45 million customers each day, in 120 countries. Approximately 80 percent of McDonald's restaurants worldwide are owned and operated by independent, local businessmen and women.

Dimension Films is the Miramax subdivision that was founded seven years ago. Currently, Dimension is in pre-production on SPY KIDS 2.

http://www.newscom.com/cgi-bin/prnh/19990916/MCDLOGO

SOURCE: McDonald's Corporation

Contact: Julie Monzo of McDonald's, 630-623-6049, or
Julie.monzo@mcd.com ; Elizabeth Clark of Dimension Films, 212-625-5070;
Cindy Pettersen of Burson-Marsteller, 312-596-3494, or
Cynthia_pettersen@chi.bm.com , for McDonald's

Website: http://www.mcdonalds.com/