McDonald's ran out of the small version of Ty Inc.'s Beanie Babies being included in its Happy Meals (AA, March 31) in the first week of a projected five-week run.
On Saturday, McDonald's started airing nationally a TV spot that thanks consumers for making Teenie Beanie Babies a "great, successful promotion." Leo Burnett USA, Chicago, is the agency.
"People keep calling and you just have to say sorry," said the manager of one Chicago restaurant that ran out of the toys.
Despite the bad feelings generated by the scarcity of premiums, McDonald's said it's thrilled with the success.
A spokeswoman said she was unaware of any plans to to move up another national promotion scheduled for later months. McDonald's next big promotion, set for May, will offer three collections of Disney music on compact disc; Happy Meals will feature toy characters from Disney films.M
Contributing: Natalie Bortoli.