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The Wizard of Oz Turns 75 with Massive Promotional Push

To celebrate the 75th anniversary of The Wizard of Oz, Warner Bros. is launching a comprehensive campaign that includes theatrical, home entertainment, and consumer products. Top licensees include McDonald’s, which will feature limited edition The Wizard of Oz toys in Happy Meals at over 14,000 locations in the U.S. and Canada from Sept. 20 through Oct. 10.

The Happy Meal program features six adorable stylized figures based on the most beloved and popular characters in the film. Kids can receive Dorothy, Scarecrow, Wicked Witch of the West, Tin Man, Glinda the Good Witch, or Cowardly Lion. In addition, each figure comes with a Yellow Brick Road base to stand on, and all the bases can connect to recreate The Wizard of Oz friends walking down the Yellow Brick Road.

Other national corporate marketing partners include Amtrak, which will be promoting an adventure sweepstakes supported by online and social media from Nov. to Dec. 2013; Gourmet Trading Company; Langer Juice Company Inc.; and One Kings Lane, which will be celebrating the anniversary with cinema memorabilia and objects of the era on September 20 at OneKingsLane.com. There will also be a giant hot-air balloon and balloonheads of The Wizard of Oz characters at the 87th Annual Macy’s Thanksgiving Day Parade.

Toy and game partners supporting the milestone anniversary include Jazwares, Mattel, and Adora Dolls, the latter of which will be introducing special edition Wizard of Oz Toddlers. Meanwhile, commemorative collections of toys are expected to be part of “The Wizard of Oz’ 75th Anniversary Celebration,” scheduled to debut on QVC on Sept. 26 at 9pm EST.

The Wizard of Oz will receive its first-ever IMAX release in more than 300 IMAX theatres beginning Sept. 20, followed by a limited and numbered The Wizard of Oz 75th Anniversary Collector’s Edition five-disc set to be released on Oct. 1.

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