Happy Meals, Sega in Cross-Promotional Pact

CHICAGO McDonald’s and Sega of America have formed an alliance to create a new line of McDonald’s Happy Meals premiums based on two top-selling Sega franchises, Sonic the Hedgehog and Super Monkey Ball, which will be backed by marketing campaigns.

The premiums will hit this summer at participating McDonald’s restaurants throughout North America and will be supported by “significant” marketing efforts from both parties, executives from the companies said in a statement.

“Sonic the Hedgehog and Super Monkey Ball are two of Sega’s most popular video game franchises,” Mike Fischer, Sega’s vice president of marketing, said in the statement. “Sega’s affiliation with McDonald’s affords us the opportunity to generate increased exposure for these properties among a growing universe of gamers.”

“We believe consumers will have a great reaction to the innovative Sonic the Hedgehog and Super Monkey Ball premiums found only in McDonald’s Happy Meals this summer,” Karlin Linhardt, senior director of U.S. marketing for McDonald’s, said. “Sega’s properties are extremely popular and we look forward to bringing them to McDonald’s consumers through this unique Happy Meal offering.”

Financial terms were not disclosed. Details of the marketing plans will be disclosed at a later date, the companies said.

Leo Burnett USA, Chicago, handles advertising for McDonald’s Happy Meal.