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'McDONALD'S FAMILY THEATER' BRINGS AWARD-WINNING CHILDREN'S BOOK 'THE MAGIC PAINTBRUSH' TO LIFE DURING NATIONAL LIBRARY WEEK

 OAK BROOK, Ill., April 12 /PRNewswire/ -- McDonald's Family Theater returns to primetime television this spring when the award-winning children's story "The Magic Paintbrush" premieres Thursday, April 22, at 8:30 p.m. (ET/PT) on CBS-TV during the American Library Association's National Library Week (April 18-24).
 McDonald's Family Theater, which debuted in 1991, supports McDonald's long-term commitment to family reading by presenting quality, all-family programming with a book-based theme. "The Magic Paintbrush" is the second in a series of animated television specials that aim to bring the magic of books to life and encourage children and adults to read together.
 Based on the book of the same title, written and illustrated by Robin Muller, "The Magic Paintbrush" tells the story of a young boy named Nib who, in return for his bravery and kindness to an elderly man, receives a paintbrush that brings his paintings to life. Nib soon learns that the most important things in life are those you can see not with your eyes, but with your heart.
 "With literacy in America becoming an increasingly important issue, we believe that encouraging kids and their families to read more is an appropriate role for McDonald's -- and Ronald McDonald," said Stephanie Skurdy, director of education for McDonald's. "Ronald has a special relationship with kids and he can motivate them to view reading as a fun and enjoyable activity."
 Ronald McDonald appears during program breaks of McDonald's Family Theater to discuss the importance of reading together as a family and to encourage views to explore the range of books available at their local libraries. Bringing books to life is a familiar role for Ronald. Since 1988, he has performed an educational assembly show about reading for thousands of children at schools across the country called "Bookin' with Ronald."
 McDonald's/American Library Association Partnership
 In addition to McDonald's Family Theater, McDonald's is involved in a variety of other broadcast and education programs designed to motivate parents to read with their children. This year, McDonald's joined forces with the American Library Association (ALA) to promote family reading through "Together Is Better ... Let's Read!," the ALA's 1993 national reading club program. In December, McDonald's and the ALA sent a free starter kit of materials, including posters, bookmarks, reading logs, certificates and stickers, to 16,000 U.S. public libraries.
 ALA experts agree that reading to children is one of the most important activities that parents can do to build the skills required for learning to read. According to the Association for Library Service to Children (ALSC), a division of ALA, seeing a book come to life on television can make a story seem real and exciting. "Whenever there is a TV program based on good children's literature, librarians are inundated with requests for the book, or for other books by the author," said Kathy East, ALSC president.
 McDonald's is the world's leading foodservice organization, with more than 13,000 restaurants serving customers in 65 countries. About eighty percent of McDonald's restaurant businesses are owned and operated by independent entrepreneurs.
 For a complete edited version of McDonald's Family Theater, call Steven Maiman at Golin/Harris Communications at the number below.
 -0- 4/12/93
 /CONTACT: Susan Bergen of McDonald's, 708-575-5615; or Steven Maiman, 312-836-7289 or Andy Eklund, 312-836-7166, both of Golin/Harris Communications, Inc. for McDonald's/


CO: McDonald's ST: Illinois IN: ENT SU:

TS -- NY064 -- 4834 04/12/93 14:22 EDT
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Date:Apr 12, 1993
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