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McDONALD'S AND MATTEL LAUNCH SECOND CONSECUTIVE HAPPY MEAL PROMOTION

 McDONALD'S AND MATTEL LAUNCH SECOND CONSECUTIVE
 HAPPY MEAL PROMOTION
 LOS ANGELES, July 29 /PRNewswire/ -- McDonald's and Mattel Toys will launch a second Happy Meal promotion in U.S. McDonald's restaurants, following a joint effort last year which was one of the most successful Happy Meal promotions to date.
 Last year's Barbie/Hot Wheels Happy Meal promotion was named one of the 10 best premium promotions of the decade by Promote Magazine, the trade magazine of the promotions business.
 Each Barbie/Hot Wheels Mini Streex Happy Meal purchased beginning Aug. 7 will include either a Barbie miniature, based on popular dolls from Mattel's 1992 collection, or a Hot Wheels Mini Streex vehicle with launcher. Kids can collect all eight miniatures and all eight vehicles. The miniatures and vehicles were created exclusively for this promotion, and are not available at any other retail outlet.
 Four of the Barbie miniatures will have special features, including a figurine of Rollerblade Barbie with working wheels, a ballerina figurine that spins, and a Snap 'N Play Barbie miniature that comes with a unique snap-on fashion. Two different Barbie miniatures and Mini Streex vehicles will be offered each week for four weeks.
 More than 25 million instantly redeemable coupons, for savings ranging from $1 to $2 on Barbie dolls and on Streex and other Hot Wheels toy products, will also be distributed.
 "Last year's Barbie/Hot Wheels Happy Meal promotion was one of McDonald's most successful efforts, and it gave Mattel strong momentum going into the crucial holiday selling period by reaching more than 90 percent of the kids in our target age group during the high-traffic month of August," said Richard G. De Herder, Mattel's vice president, consumer promotions and marketing services.
 "We recognize the great appeal of the Barbie and Hot Wheels trademarks, and are pleased to be able to offer such popular premiums to our customers through this Mattel partnership," said Mary Miller, director of McDonald's youth marketing.
 McDonald's restaurants across the country will support this promotion through in-store point-of-purchase materials and drive- thru signage, in addition to strong media support in adult and youth programming. Toy retailers will support the promotion with in-store displays and tags on print advertising.
 Mattel, Inc. (NYSE: MAT), with record 1991 revenues of $1.65 billion, is a worldwide leader in the design, manufacture and marketing of children's toys. With headquarters in El Segundo, Calif., Mattel has offices and facilities in more than 20 foreign countries and sells its products in more than 100 nations throughout the world.
 McDonald's is the world's leading foodservice organization with more than 12,400 restaurants in 62 countries. About 80 percent of McDonald's restaurant businesses are locally owned and operated by independent entrepreneurs.
 -0- 7/29/92
 /NOTE: BARBIE, HOT WHEELS and associated trademarks are owned by Mattel, Inc. HAPPY MEAL is a trademark of McDonald's Corporation. ROLLERBLADE is a trademark of Rollerblade, Inc. and is used under license.
 /CONTACT: Lisa McKendall of Mattel, Inc., 310-524-4592; or Rebecca Caruso of McDonald's, 708-575-3678/
 (MAT) CO: Mattel, Inc.; McDonald's ST: California IN: SU:


CH -- LA015 -- 4557 07/29/92 11:13 EDT
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Publication:PR Newswire
Date:Jul 29, 1992
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