Happy Meals, Sega in Cross-Promotional Pact

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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.

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