Marketing Magazine | Fuel powers European Happy Meal promotion

McDonald’s Europe has partnered with Ottawa-based digital agency Fuel Industries to launch a digital Happy Meal toy.

Starting next month, McDonald’s Happy Meals will include a CD-ROM that contains desktop games. Each CD stars one of four fairy or one of four dragon characters.

The Fairies and Dragons concept was developed and created by Fuel and is being licensed to McDonald’s through the agency’s licensed properties division.

(Full Story: Marketing Magazine | Fuel powers European Happy Meal promotion)