McDonald’s has named DIC Entertainment as its worldwide licensing agent for active play toys, entertainment and apparel.
The announcement was made by McDonald’s global chief marketing officer Larry Light and DIC chairman-CEO Andy Heyward.
DIC, the kids animation company behind “Strawberry Shortcake” and the upcoming “Trollz,” will develop programs and products for McDonald’s McKids brand.
The McKids line includes bikes, skateboards, scooters, outdoor play equipment, videos, and an entire line of clothing and accessories.
McDonald’s and DIC will debut the McKids brand in markets this year, including at the New York Licensing Show; the Brand Licensing Show in London; and Licensing Asia in Japan, where DIC will announce the appointment of new licensees and international representatives.
Nancy Fowler, president of worldwide consumer products at DIC, will oversee the development and launch of the programs.