McDonald's Backs Narnia With Toy, Paper Premiums

McDonald's Corp. is adding a little magic to kids' Happy Meals with new premiums tied to Disney's The Chronicles of Narnia: The Lion, The Witch and the Wardrobe.

McDonald's is rolling out interactive, paper-engineered play sets that let consumers be part of the world of Narnia. The paper storybooks are part of a global Happy Meal program that spans 10 countries and is produced in six languages.

Each McDonald's Happy Meal featuring The Chronicles of Narnia includes an action figure and interactive storybook featuring the White Witch, Jadis, and her castle; Susan Pevensie and the wolves; Aslan and the return of spring; and Peter Pevensie and Aslan's army. Customers will receive one of eight characters with the purchase of a Happy Meal or Mighty Kids Meal, while supplies last.

Consumers can experience Narnia firsthand via McDonald's Happy Meal premiums

Intervisual Communications, Santa, Monica, CA, handled the design of the paper promotion. Creata, Oak Brook Terrace, IL, handled the concept and production.

"Play sets bring the magic of Narnia into consumers homes," said Jim Richwine, president of Intervisual Communications, Inc., in a statement.

Based on the adaptation of C.D. Lewis's book, The Chronicles of Narnia: The Lion, the Witch and the Wardrobe follows the exploits of four Pevensie siblings during World War II in England who enter the world of Narnia through a magical wardrobe while playing hide-and-seek. Once there, the children discover a land inhabited by dwarfs, beasts, centaurs and giants that is cursed to an eternal winter by the evil White Witch, Jadis. With Narnia's mystic ruler, the lion Aslan, the children fight to overcome the White Witch's power and free Narnia from Jadis' icy spell. The film opened nationwide on Dec. 9 and has been a box-office leader.

The Narnia Happy Meal promotion runs through Jan. 12.

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