Marketing Blurb already told readers that Disney ended its agreement with McDonald’s to provide premiums for Happy Meals. Like other media companies, Disney is trying to
run screaming from association with childhood obesity. But since we do not frequent McDonald’s we were unaware that General Motors picked up the slack. It seems that GM is providing 42 million toy Hummers for Happy Meal premiums. After
all, if you want you kids to eat like real men, they should drive like real men, right? But
Advertising Age (free registration required) explains that GM and other auto makers are beginning to earn serious money on these licensed product deals—hundreds of millions of dollars on trinkets like tee shirts and key chains and so on. BMW licensed their moniker for a $ 300 bicycle. Chrysler reviews 5,000 license requests per year and has 600 licensed products for Jeep, and 400 for Dodge.
Marketing Blurb thinks this is a fine idea, and we believe it would be nice if all Hummers could fit inside a Happy Meal box.
Photo Credit: Advertising Age.
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