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Big Mac poaches on BK's Lion King franchise

Published on .

McDonald's Corp. has found a way to cash in on "The Lion King," the hot movie closely identified with chief rival Burger King Corp. Big Mac this month launches a national Happy Meal featuring toys from Walt Disney Co. movies, including one premium from "The Lion King." Burger King has spent more than $75 million as the movie's exclusive fast-food partner in three promotions during the past year. Following Burger King's jump in sales last summer due to the huge success of "The Lion King," McDonald's has renewed negotiations with Disney, apparently winning the right to use the lion toy in its promotion. A TV spot from Leo Burnett USA, Chicago, supports the Disney Happy Meal.

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