It all began as a sketch for an eight-year-old's
birthday. Wanting something special for his daughter, Fuel's CEO Mike
Burns asked the shop's lead character designer to create a fairy
character to mark the occasion. That drawing inspired the world of
magical fairies and dragons which would lead to the digital reinvention a
decades-old tradition, and give birth to a brand new entertainment
property launched to tens of millions of children across the world.
This spring, children across Europe are being introduced
to four fairies and four dragons that make up the world's first digital
happy meal toy-the first step for McDonald's into the digital
generation. With the product rolling out in forty markets, McDonald's is
embracing a digital evolution. Whether it's from an Oscar-winning
studio or an Ottawa based branded entertainment shop, great ideas and
flawless execution are what it takes to invent the future.