McDonald's expands with McKids

McDonald's has annouced there selection of DIC Entertainment as its worldwide licensing agent for McKids. McKids will promote active lifestyles for kids through a range of products, including toys, videos/DVDs, bikes, skateboards, scooters, and an entire line of clothing and accessories.

"One of the strategic pillars of our leadership marketing is promoting Balanced Active Lives,” said Larry Light, McDonald’s global chief marketing officer. “Our McKids line will do just that."

[Business Week - The Independent - World Screen]