McDonald’s has launched a “Bee Movie” Happy Meal promotion to “Bee Good to the Planet.”

The promotion launched October 26 at McDonald’s restaurants in North America and is rolling out around the globe through the end of the year. The happy meal features characters from DreamWorks’ “Bee Movie” and a Web site includes eco-friendly tips provided by Conservation International.

Kids can take the “Bee Good to the Planet” pledge at both happymeal.com and conservation.org. As part of the campaign, McDonald’s is supporting Conservation International projects in South Africa and Mexico that are working to protect important bee habitats.

McDonald’s has worked with Conservation International for nearly 20 years on sustainability and environmental issues, particularly in its supply chain, MediaPost reports.

Bob Langert, vice president/corporate social responsibility for McDonald’s, says the company’s green messaging is likely to continue beyond the “Bee Movie” tie-in, although he declined to provide specifics. “Our work here isn’t going to be a one-hit deal,” he says.