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McDonald's targets kiddie consumers
Updated: 2004-03-25 11:10

With the opening of the first McKids retail store in Shanghai this month, MacDonald's appears to be branching out of fastfood, in a bid to preempt China's increasing children's consumer market as well.

MacDonald's new McKids retail line will feature action toys, casual contemporary clothing, interactive videos and books. In addition to its Shanghai debut, McKids will be introduced in China beginning this month and in early 2005 in the US, Canada, Japan, Mexico, Australia, South Korea, Taiwan Province and western Europe, according to Jackie Woodward, Vice President for McDonald's Global Brand Business.

In 1987, McDonald created Mckids Clothing and 10 years later, Wal-Mart became its franchise store. McKids is McDonald's new multinational, multi-category retail licensing program that will feature apparel, footwear, toys, videos, books and other products for kids.

McDonald's Corporation has named Shanghai Longtrust Trade Co., Ltd, an affiliate of Jiangsu SOHO International Group Garment Company, as its exclusive licensee for McKids in China, Taiwan and Korea.

Shanghai Longtrust specializes in the production and development of garments, accessories, home textiles and fabrics, creating over 10 million pieces of apparel annually. Its other US-based clients include Gap, Ralph Lauren, Reebok and LL Bean.

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