2013 smurfs 2 - wikileaks colum… · 4 • program dates* – asia pacific: july 24, 2013 –...
TRANSCRIPT
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2013 Smurfs 2Happy Meal Program
January 22, 2013
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Strategic Objective
• The first Smurfs movie was so successful, we can build off the anticipation and create a Happy meal execution that multiple generations can share – creating a bond which families can only do at McDonald’s.
• With every Happy meal purchase, kids can help their parents discover their favorite Smurf personality – after all, there are so many of them to discover.
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Brand Effect
The Smurfs Movie promotion will reinforce McDonald’s brand benefit of being a place kids enjoy. It is a place where kids feel special and moms feel good about bringing them because McDonald’s consistently delivers a fun experience, and builds that family connection through a shared love of the Smurfs.
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• Program Dates*– Asia Pacific: July 24, 2013– Japan: August 9, 2013– Europe: July 19, 2013– Latin America: July 31, 2013 – AUS/NZ: September 12, 2013– North America (NA): August 2, 2013– MEA: August 5, 2013
• Gender Neutral Premiums
Program Parameters
• Specific territory program dates supplied by Home Office
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Static Figures
• 16 highly collectable, non-articulated PVC figures which appeal to Children & Moms• Features the most popular Smurfs, showcasing active poses and their personalities• Character names imprinted on each toy
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BAKER
Height: 3 inches
NA & AP
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BRAINY
Height: 3 inches
NA & EU
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CLUMSY
Height: 3 inches
NA & EU
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CRAZY
Height: 3 inches
NA only
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GROUCHY
Height: 3 inches
NA & EU
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HANDY
Height: 3 inches
NA, EU, & AP
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HARMONY
Height: 3 inches
NA & EU
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HEFTY
Height: 3 inches
NA & EU
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LAZY
Height: 3 inches
EU only
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NARRATOR
Height: 3 inches
EU only
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PAPA’S CRYSTAL
Height: 3 inches
NA & EU
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PAPA’S HERE
Height: 3 inches
EU only
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PARTY PLANNER
Height: 3 inches
NA & EU
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SMOOTH
Height: 3 inches
NA & EU (Germany/Austria
only)
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SMURFETTE’S MAGIC WAND
Height: 3 inches
NA & EU
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SMURFETTE’S BIRTHDAY
Height: 3 inches
NA & EU
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VANITY
Height: 3 inches
NA & EU
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VEXY
Height: 3 inches
NA & EU
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HACKUS
Height: 3 inches
NA & EU
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Functional Figures
• Most popular characters from the movie• Each character features an action orientated function that evokes their particular trait or scene from the movie
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Markets Running:AP, AUS/NZ, & MEA
Smurfette Magic Wand
*Name is not final
Toy Function:
Button on her back allows her arms to join together in front as she casts a magic spell!
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Handstand Hefty
Markets Running:AP, JAPAN, AUS/NZ, & LAM
Toy Function:Wind him up and Hefty walks on his hands!
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28
I’ll Follow Me Anywhere Vanity
*Name is not final
Markets Running:AP (India Connaught), JAPAN, & AUS/NZ
Toy Function:As wind up Vanity scoots across the table, turn his arm in the direction you want him to follow!
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Jokey Bubble Bowler
*Name is not final
Toy Function:AP, JAPAN, AUS/NZ, & MEA
Toy Function:Roll Jokey across the floor and he rollicks and rolls!
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Greedy Dancer
*Name is not final
Toy Function:AP, JAPAN, AUS/NZ, & MEA
Toy Function:Roll Jokey across the floor and he rollicks and rolls!
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Bookworm Brainy
*Name is not final
Markets Running:AP, JAPAN, AUS/NZ, LAM & MEA
Toy Function:Wind up Brainy reads while he walks!
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32
Rude Grouchy
*Name is not final
Toy Function:AP (India Connaught), JAPAN, LAM, & MEA
Toy Function:Grouchy sticks out his tongue when you press the back of his tail!
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33
Spoon Spin Vexy
*Name is not final
Toy Function:AP, AUS/NZ, & MEA
Toy Function:Press Vexy’s back for spoon spinning action!
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34
Hackus Hugger
*Name is not final
Toy Function:AP, AUS/NZ, & MEA
Toy Function:Push on his shoulders to open arms up and he’s ready for a hug!
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35
Papa’s Plate
*Name is not final
Markets Running:AP, JAPAN, AUS/NZ, LAM
Toy Function:Pull back Papa and watch him speed and spin along!
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36
True Blue Clumsy
*Name is not final
Toy Function:AP, JAPAN, AUS/NZ, LAM, & MEA
Toy Function:Press button to show Clumsy’s Smurfy blue essence!
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Vexy Smurfermation
*Name is not final
Toy Function:AUS/NZ, LAM, & MEA
Toy Function:Vexy glows blue when she becomes a true Smurf
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38
Smurfette Light Wand
*Name is not final
Toy Function:AUS/NZ, LAM, & MEA
Toy Function:Triumphant Smurfette holds her magic wand as it glows!
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39
Hackus Pen Light
*Name is not final
Toy Function:AUS/NZ, LAM, & MEA
Toy Function:
Hackus lights his way with a red pen light
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40
Party Planner Smurf
*Name is not final
Toy Function:Blow into the top of Crazy’s party hat to make an alarming whistle sound
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Party Planner Smurf
*Name is not final
Toy Function:AP, JAPAN, AUS/NZ, MEA
Toy Function:Blow into the top of Crazy’s party hat to make an alarming whistle sound