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McDonald's launches digital toys
March 18, 2008
Adrants:In conjunction with Fuel Industries, McDonald's Europe is launching digital toys for Happy Meals through April and May.
The "Fairies and Dragons" universe can be accessed via CD-ROMs inside the Happy Meals. The campaign and associated characters are original creations by Fuel. Once the disk is inserted in a computer, characters can be pursued and played with across the desktop. Kids follow clues that grant them access to games in the make-believe universe.
At outset, the campaign will go live in 49 countries.
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