McDonald's to Relaunch Global Kids' Fripperies Brand

14 November 2003

In an effort to further sear its fast food brand on the consciousness of children worldwide, US burger behemoth McDonald's on Thursday announced plans to relaunch its McKids clothing line, adding toys, books and interactive videos to the mix.

The relaunch calls to mind the fable of Robert the Bruce, ancient king of Scotland, who following his defeat in battle was advised by an unusually articulate spider to "try, try, and try again".

McKids bombed first time around when Sears closed all forty-seven free-standing branded clothing stores due to poor performance.

Undeterred, McDonalds plans to have its new line instore by Spring next year, lining up major retailers such as Wal-Mart, Toys R Us and Target. While among those supplying McKids-branded products will be Mattel, Hasbro and Creative Designs.

Industry observers see the move as an attempt by McDonald's -- recently more adult-oriented with its entree salad line -- to return to its core market: juveniles.

And although there are percentages to be creamed from licensing deals, the main reason for the move, opines Marty Brochstein, executive editor of The Licensing Letter, is to keep the McDonald's brand name right in front of kids --and at the top of their minds. "McDonald's wants to be seen as a lifestyle brand, not just a place to go have a burger," he says.

Data sourced from: USA Today; additional content by WARC staff