McDonald's HK and Baby Shark inspire youngsters to go green with new playland

McDonald’s Hong Kong has expanded its partnership with Baby Shark, the family-beloved character from Pingfong Company, to unveil the first-ever family playland in the city. 

Featuring the Baby Shark and the eco-themed Happy Meal campaign, Baby Shark Family Playland is designed to bring the campaign's immersive experience beyond books and music videos to fans and families while inspiring them to learn about environmental protection in a fun way, said a spokesperson from Pingfong Company told MARKETING-INTERACTIVE. 

Located in tmtplaza Phase 1, the playland is open from 17 May until 31 May 2024. It also targets children and families, with a focus on the younger generation.  

The majority of the revenue generated from the Baby Shark Family Playland after cost deduction will be donated to The Ronald McDonald House Charities Hong Kong, a charitable organisation dedicated to supporting children with chronic illnesses and their families. 

The launch of the playland comes as part of the third partnership between McDonald's Hong Kong and the global pop star Aaron Kwak to promote the importance of family reading experiences and raise awareness about environmental protection among the younger generation through fun learning.  

The partnership also includes the Happy Meal storybook series featuring six new books covering topics such as Picnic with the Earth, Little Stars Shine Again, Ocean Guardians, Lovely Department Store, Perfect Healthy Earth, and The Mission of Cookies. These Baby Shark-inspired books, designed to provide an engaging family reading experience, will help cultivate an awareness of sustainability among the next generation. 

Furthermore, McDonald's has created a series of engaging educational videos featuring global pop star Aaron Kwok and Pinkfong Baby Shark to inspire the younger generation to adopt greener lifestyles. The videos will be broadcast via Pinkfong’s and McDonald's Hong Kong’s YouTube channel, leveraging the popularity of online video content and social media platforms. 

In terms of marketing strategies, the spokesperson said the campaign has leveraged product tie-ins such as the Happy Meal storybook series, integrating the Baby Shark characters with educational content about environmental protection and sustainability. 

It has also collaborated with Kwok, who serves as a green ambassador, to help attract attention to the campaign. Meanwhile, the Baby Shark Family Playland offers an immersive and interactive experience for children and families, creating memorable moments and positive associations with the brands involved. 

Randy Lai, CEO of McDonald’s Hong Kong, said, “McDonald’s has continued to uphold its commitment to sustainability and drive green operations over the years. Following the success of Hong Kong's first LEED Zero Carbon restaurant in Tai Wo last year, we are excited to take further steps in environmental protection with the opening of the new green restaurant in tmtplaza, leading the catering industry to new heights.” 

“The launch of the Baby Shark Family Playland and a Happy Meal storybook series further demonstrates our dedication to raising public awareness about environmental issues and achieving our goal of ‘Going the extra mile for the planet’ in a meaningful way,” Lai added. 

"We are thrilled to be partnering with McDonald's Hong Kong and Green Ambassador Aaron Kwok for the third consecutive year," said Gemma Joo, chief business officer of The Pinkfong Company. "Through our joint efforts, we aim to make a lasting impact on kids and families by cultivating eco-friendly and healthy reading habits. By combining the power of our beloved Baby Shark with fun learning experiences, we are confident that we can make a positive impact on the next generation."

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