McDonald's and Disney have reunited in a deal that will bring Disney movie toys back to Happy Meals for the first time since 2006 and gives both megabrands new ways to market to families over the next few years.
The agreement helps McDonald's as it looks for new ways to increase the massive business it does with families, who already make up 25 percent of all visits to its U.S. restaurants, and gives Disney a big way to reach millions of potential moviegoers.
McDonald's hadn't been able to promote any Walt Disney Co. movie in its Happy Meals since 2006. That's when Disney opted not to renew a 10-year pact, in part because Happy Meals didn't meet Disney's then-new nutrition guidelines. McDonald's has made several changes since then, including ones announced earlier this month, which mean its Happy Meals are about to become compliant with Disney's food criteria.