000403 Mcdonald's Sets Teletubbies Promotion

Chicago - McDonald's Corp. set April 14 as the launch date of its promotion using characters from the popular television show Teletubbies to help sell hamburgers to kids.

The Teletubbies Big Hugs Happy Meal promotion for McDonald's restaurants in the United States and Canada will feature meals that include miniature versions of the characters Tinky Winky, Dipsy, Laa-Laa and Po.

“The appeal of Teletubbies really crosses many age boundaries,” R.J. Milano, vice president for McDonald's U.S. Marketing, said. “We anticipate that we'll have many adults, 'tweenagers' as we call them, along with young kids who are going to be interested in Teletubbies.”

The promotion, which is slated for a two-week run, will be accompanied by a “kids-directed” television and print advertising campaign by Leo Burnett, Milano said.

Teletubbies, brightly colored characters who have television screens on their bellies and talk in language aimed at mimicking that of a one-year-old child, also pitched for McDonald's rival Burger King, a Diageo Plc unit, in May 1999.

The Teletubbies show originated in Britain and premiered in the United States on public television in April 1998.

McDonald's Teletubbies promotion comes on the heels of a Furby toy and Monopoly game promotion. It will end shortly before McDonald's launches several new products including two chicken sandwiches and a salad served in a cup called a McSalad Shaker.

McDonald's has more than 27,000 restaurants in 118 countries serving some 43 million people daily.

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