Abstract
Explains the four principles of successful licensing in a cluttered marketplace: winning attention from the target audience, bringing brands to life, delivering an idea that motivates the audience to act, and making the licence accountable to ensure it delivers against its business objectives: this process is the Marketing Store’s concept of brand activation. Examines McDonald’s Happy Meal brand as a successful example of licence selection since 1985; these have been varied, have included a partnership with Disney, and have reflected the mood of the time. Recounts how McDonald’s used the appeal of Pixar’s smash hit film “The Incredibles” to create an integrated Happy Meals promotion spanning a diverse audience of children and young adults.