Dive briefs:

• McDonald’s is reimagining Happy Meal as a nostalgia item for adults through a collaboration with Cactus Plant Flea Market, according to a news release.
• The cult streetwear label puts its own twist on Happy Meal boxes and collectible figures. Each meal comes with one of several toys, including a mascot grimace, Hamburgler, Birdie and the new Cactus Buddy character.
• The limited-edition meal will be available across McDonald’s sales channels on October 3, with other items available from the same day onwards, while supplies last. The partnership is the latest attempt by the Golden Arches chain to bring the brand closer to cultural tastemakers that resonate with millennials and Gen Z.

Dive Insight:

McDonald’s wants adult customers to feel like children again, acquiring products created by a cult brand known for its secrecy and rarity. The partnership represents another example of mainstream marketers trying to capture the streetwear hype.Limited drops will force consumers to rush to secure exclusive merchandise before it sells out. I’m here.

Tariq Hassan, Chief Marketing and Customer Experience Officer of McDonald’s USA, said in a press release, “We’ve taken one of McDonald’s most nostalgic experiences and made it extremely relatable for adult fans, literally.” We are repackaging it in a new way with high efficiency.

The trend is consistent with a broader push from quick-service eateries that seem to be plugging into what’s shaping pop culture as traditional advertising falls out of favor with younger consumer groups. Run by agency Wieden + Kennedy NYC, the campaign features a live TV spot on October 3, depicting McDonaldland through the lens of a cactus plant flea market. Scannable Augmented Reality (AR) integration with Snapchat also has an impact on Push.

Collectible figures have become commonplace in hypebeast circles, and products offered by names such as Kaws and Medicom fetch luxury price tags in retail stores and even higher price tags in the resale market. McDonald’s effort with Cactus Plant Flea Market brings a similar concept to Happy Meal’s menu bundles. In terms of food, the latest Happy Meal focuses on staples like Big Macs, 10-piece Chicken McNuggets, and fries.

Founded in 2015, Cactus Plant Flea Market maintains a relatively low profile profile but has worked with big names and designers, including Kanye West. Other collaborations represent a strange frenzy that could appeal to consumers looking to tap into their inner child, as Nike’s recent Dunk Low was covered in a green moss-like material. , many online his watchers have compared the sneakers to the feet of the Grinch.

The new McDonald’s Happy Meal has the same quirky vibe, with child-like artwork adorning the box and a figure with multiple eyes. You will be automatically entered for the chance to win free products every week. This shows that the fast food chain is relying more on mobile for sales growth. McDonald’s app played a central role in marketing this summer through a month-long virtual camp experience featuring programming such as clothing drops, menu hacks and live-streaming concerts.

McDonald’s and Cactus Plant Flea Market have developed a range of co-branded products that will be available in limited quantities through a special website beginning October 3rd. The capsule collection includes his nostalgia-themed t-shirts, hoodies, and other collectibles.