For Immediate Release
Contact:
Laura Dihel
JSH&A Public Relations
630.932.9347

Shannelle Armstrong
McDonald’s
630.623.5508

McDonald’s Media Web site
http://www.mcdonalds.com

TONY HAWK’S BOOM BOOM HUCKJAM™ TOUR AND MY SCENE™ FEATURED IN
McDONALD’S® HAPPY MEALS

Cutting Edge Fashion and Extreme Action Join the
McDonald’s 25 Years of Happiness Happy Meal® Celebration

Oak Brook, Ill., June 21, 2004 – Tony Hawk’s Boom Boom HuckJam™
Tour and My Scene™ dolls add style and adventure to McDonald’s® 25
Years of Happiness Happy Birthday Happy Meal® celebration. Beginning
June 25, 2004 through July 22, 2004, McDonald’s guests will receive
one of eight stunt-based toys featuring skateboarding, BMX biking and
Moto-X tricks made popular by extreme sports athletes starring-in
legendary skateboarder Tony Hawk’s Boom Boom HuckJam Tour, or one of
eight trend-setting My Sceneâ„¢ Barbieâ„¢, Chelseaâ„¢, Madisonâ„¢,
Delanceyâ„¢ or Noleeâ„¢ fashion dolls decked out in city scene outfits
or beach party wear. These high-action and high fashion dolls will be
dressing up and tricking out Happy Meals, at participating McDonald’s
restaurants nationwide this summer, while supplies last.

“McDonald’s summertime Happy Meals are offering the hottest playtime
adventures for boys and girls,” said Kent Voetberg, director of family
marketing. “Our Mighty Kids Meal® and Happy Meal event will deliver
an all-star line-up of today’s hottest topics including a real-life
sports superstar Tony Hawk, for at home daredevils and sports
enthusiasts, as well as My Sceneâ„¢ dolls sporting the latest
fashions.”

Tony Hawk’s Boom Boom HuckJam Tour Toys
Tony Hawk’s Boom Boom HuckJam Tour will bring Happy Meals to new
heights of action-packed excitement. Each Tony Hawk’s Boom Boom
HuckJam Tour action figure comes equipped with a unique platform that
releases figures with the push of a button to attempt to reenact
signature skateboarding, BMX, and Moto-X moves as seen on Tony Hawk’s
Boom Boom HuckJam Tour. Whether executing the Air-to-Fakie
skateboarding move from a half-pipe or the Moto-X Big Air from a ramp
these stunt-based figures mimic today’s hottest athletes.

My Sceneâ„¢ Barbieâ„¢, Chelseaâ„¢ and Madisonâ„¢
My Sceneâ„¢ Barbieâ„¢, Chelseaâ„¢, and Madisonâ„¢ dolls will each be
featured in two sizzling trendy outfits, perfect for accessorizing fun.
Joining the fabulous trio are Noleeâ„¢ and Delanceyâ„¢. Featuring
one-piece of removable/interchangeable clothing, these fashion-forward
figurines will enliven any playtime storyline and will delight
collectors and fashionistas of all ages.

The Happy Meal event will be supported by national television developed
by Leo Burnett Co., Hispanic television advertising by DRM DDB, and POP
and packaging by Frankel.

McDonald’s
McDonald’s is the world’s leading food service retailer with more
than 30,000 McDonald’s restaurants serving 46 million customers each
day in more than 100 countries. More than 80 percent of McDonald’s
restaurants around the world are owned and operated by independent,
local businessmen and women. Please visit our newly designed website at
http://www.mcdonalds.com to learn more about the Company.

Tony Hawk
Tony Hawk is the world’s most famous skateboarder. His talents have
brought skateboarding unprecedented mainstream attention, which in turn
has helped legitimize all action sports. In fall of 2004, Tony Hawk’s
Boom Boom HuckJam Tour will take premier skaters, BMX bikers, and Moto-X
athletes on a sensational multi-city tour to arenas across the U.S. for
the third consecutive year. Also recognized as a role model, Tony was
tabbed Favorite Male Athlete three times at the 2004, 2003, and 2001
Nickelodeon’s Kid’s Choice Awards. He is an active participant in the
Make-a-Wish Foundation, which in 2002 honored him as its Favorite Male
Athlete. His own non-profit charity, the Tony Hawk Foundation, has
awarded nearly $1,000,000 to help finance public skateparks in
low-income areas nationwide.

Mattel
Mattel, Inc., (NYSE: MAT, http://www.mattel.com) is the worldwide leader in the
design, manufacture and marketing of toys and family products, including
Barbie®, the most popular fashion doll ever introduced. The Mattel
family of toys and games is comprised of such best-selling brands as Hot
Wheels®, Matchbox®, American Girl®, and Fisher-Price®, which also
includes Little People®, Rescue Heroes™, Power Wheels®, as well as a
wide array of entertainment-inspired toy lines. With worldwide
headquarters in El Segundo, Calif., Mattel employs more than 25,000
people in 36 countries and sells products in more than 150 nations
throughout the world. The Mattel vision is to be the world’s premier toy
brands — today and tomorrow.

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(C) 2004 McDonald’s Corporation

To view online release please go to:
http://www.newswire1.net/NW2004/A_JSH_CH/062104/

Sigh.