2013 smurfs 2 - wikileaks colum… · 4 • program dates* – asia pacific: july 24, 2013 –...

2013 Smurfs 2Happy Meal Program

January 22, 2013

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Strategic Objective

• The first Smurfs movie was so successful, we can build off the anticipation and create a Happy meal execution that multiple generations can share – creating a bond which families can only do at McDonald’s.

• With every Happy meal purchase, kids can help their parents discover their favorite Smurf personality – after all, there are so many of them to discover.

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Brand Effect

The Smurfs Movie promotion will reinforce McDonald’s brand benefit of being a place kids enjoy. It is a place where kids feel special and moms feel good about bringing them because McDonald’s consistently delivers a fun experience, and builds that family connection through a shared love of the Smurfs.

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• Program Dates*– Asia Pacific: July 24, 2013– Japan: August 9, 2013– Europe: July 19, 2013– Latin America: July 31, 2013 – AUS/NZ: September 12, 2013– North America (NA): August 2, 2013– MEA: August 5, 2013

• Gender Neutral Premiums

Program Parameters

• Specific territory program dates supplied by Home Office

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Static Figures

• 16 highly collectable, non-articulated PVC figures which appeal to Children & Moms• Features the most popular Smurfs, showcasing active poses and their personalities• Character names imprinted on each toy

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BAKER

Height: 3 inches

NA & AP

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BRAINY

Height: 3 inches

NA & EU

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CLUMSY

Height: 3 inches

NA & EU

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CRAZY

Height: 3 inches

NA only

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GROUCHY

Height: 3 inches

NA & EU

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HANDY

Height: 3 inches

NA, EU, & AP

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HARMONY

Height: 3 inches

NA & EU

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HEFTY

Height: 3 inches

NA & EU

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LAZY

Height: 3 inches

EU only

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NARRATOR

Height: 3 inches

EU only

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PAPA’S CRYSTAL

Height: 3 inches

NA & EU

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PAPA’S HERE

Height: 3 inches

EU only

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PARTY PLANNER

Height: 3 inches

NA & EU

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SMOOTH

Height: 3 inches

NA & EU (Germany/Austria

only)

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SMURFETTE’S MAGIC WAND

Height: 3 inches

NA & EU

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SMURFETTE’S BIRTHDAY

Height: 3 inches

NA & EU

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VANITY

Height: 3 inches

NA & EU

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VEXY

Height: 3 inches

NA & EU

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HACKUS

Height: 3 inches

NA & EU

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Functional Figures

• Most popular characters from the movie• Each character features an action orientated function that evokes their particular trait or scene from the movie

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Markets Running:AP, AUS/NZ, & MEA

Smurfette Magic Wand

*Name is not final

Toy Function:

Button on her back allows her arms to join together in front as she casts a magic spell!

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Handstand Hefty

Markets Running:AP, JAPAN, AUS/NZ, & LAM

Toy Function:Wind him up and Hefty walks on his hands!

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I’ll Follow Me Anywhere Vanity

*Name is not final

Markets Running:AP (India Connaught), JAPAN, & AUS/NZ

Toy Function:As wind up Vanity scoots across the table, turn his arm in the direction you want him to follow!

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Jokey Bubble Bowler

*Name is not final

Toy Function:AP, JAPAN, AUS/NZ, & MEA

Toy Function:Roll Jokey across the floor and he rollicks and rolls!

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Greedy Dancer

*Name is not final

Toy Function:AP, JAPAN, AUS/NZ, & MEA

Toy Function:Roll Jokey across the floor and he rollicks and rolls!

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Bookworm Brainy

*Name is not final

Markets Running:AP, JAPAN, AUS/NZ, LAM & MEA

Toy Function:Wind up Brainy reads while he walks!

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Rude Grouchy

*Name is not final

Toy Function:AP (India Connaught), JAPAN, LAM, & MEA

Toy Function:Grouchy sticks out his tongue when you press the back of his tail!

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Spoon Spin Vexy

*Name is not final

Toy Function:AP, AUS/NZ, & MEA

Toy Function:Press Vexy’s back for spoon spinning action!

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Hackus Hugger

*Name is not final

Toy Function:AP, AUS/NZ, & MEA

Toy Function:Push on his shoulders to open arms up and he’s ready for a hug!

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Papa’s Plate

*Name is not final

Markets Running:AP, JAPAN, AUS/NZ, LAM

Toy Function:Pull back Papa and watch him speed and spin along!

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True Blue Clumsy

*Name is not final

Toy Function:AP, JAPAN, AUS/NZ, LAM, & MEA

Toy Function:Press button to show Clumsy’s Smurfy blue essence!

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Vexy Smurfermation

*Name is not final

Toy Function:AUS/NZ, LAM, & MEA

Toy Function:Vexy glows blue when she becomes a true Smurf

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Smurfette Light Wand

*Name is not final

Toy Function:AUS/NZ, LAM, & MEA

Toy Function:Triumphant Smurfette holds her magic wand as it glows!

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Hackus Pen Light

*Name is not final

Toy Function:AUS/NZ, LAM, & MEA

Toy Function:

Hackus lights his way with a red pen light

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Party Planner Smurf

*Name is not final

Toy Function:Blow into the top of Crazy’s party hat to make an alarming whistle sound

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Party Planner Smurf

*Name is not final

Toy Function:AP, JAPAN, AUS/NZ, MEA

Toy Function:Blow into the top of Crazy’s party hat to make an alarming whistle sound