McDonald’s unveils Happy Meal for adults

A wave of nostalgia is about to hit adults in the US as McDonald’s brings back its iconic Happy Meal toys, but this time for adults. As part of the initiative, McDonald’s has also partnered with Cactus Plant Flea Market to create a new box and include a new toy. This is a collaboration between the streetwear brand, popularised by Kanye West and Pharrell in recent years, and the fast food chain. 

 “We're taking one of the most nostalgic McDonald's experiences and literally repackaging it in a new way that's hyper-relevant to our adult fans," said Tariq Hassan, McDonald’s USA chief marketing and customer experience officer.

The box is also specifically designed to trigger memories of adults purchasing a Happy Meal from the old days. The box will be available in-restaurant, in the drive-thru, by delivery, or on the McDonald’s app.

“I can’t wait to give fans a unique piece of art and culture as we dive headfirst into the dynamic world of Cactus Plant Flea Market together next week. With menu favorites like the Big Mac and McNuggets at the centre of this collab, this is another way we're reigniting a new generation’s love for our food and the brand," said Hassan.

In a bid to drive app usage, fans who purchase the Cactus Plant Flea Market Box on the McDonald’s app will also be entered for a chance to score exclusive merchandise for free every week, including custom Cactus Plant Flea Market x McDonald’s items like T-shirts, a Grimace Chair, and more.

While it isn’t clear if the initiative will be brought to markets in Asia, the brand is known to adapt some of its US centric strategies (such as Famous Orders) for international markets.

Last year, McDonald’s partnered up with 21st century global pop icons BTS to collaborate on a one-of-a-kind menu “tour."

This was the first time McDonald’s is bringing its celebrity signature orders program out of the US. This customised BTS Meal includes the McDonald’s chicken nuggets, fries, a drink, and Sweet Chili and Cajun dipping sauces inspired by popular recipes from McDonald’s South Korea.

MARKETING-INTERACTIVE has reached out to McDonald’s Singapore to find out if this US initiative will be brought over to Singapore.

Related articles: 

McDonald's SG makes a lot of noise with ice-cream campaign
McDonald's Indonesia promotes new burgers with travel nostalgia
McDonald's tackles mental wellness for kids in Singapore
McDonald's SG plays guessing game as it fills iconic arches filled with golden hashbrowns
McDonald's SG shakes up the school holidays in marketing push to families