Marketing

McDonald's launches Squishmallow Happy Meals

McDonald’s Squishmallow Happy Meal will be available in restaurants nationwide, beginning Dec. 26.
McDonald's Squishmallows
Diners can collect 12 different Squishmallow characters. | Photo courtesy of McDonald's.

McDonald’s is teaming up with a trendy toy manufacturer, continuing its successful run of capitalizing on childhood nostalgia. 

To that end, the burger giant announced Tuesday that it is launching the Squishmallows Happy Meal nationwide, starting the day after Christmas. If you’re a parent of a young child, or even a teen, you know exactly what these are. Or maybe, you even love them yourself. Point is, these pillowy-soft stuffed toys are everywhere.

Previously, Squishmallows had been available in McDonald’s Happy Meals in select global markets.

But, beginning Dec. 26, 12 varieties of the squishy plush toys will be available with Happy Meal purchases, while supplies last. Diners might find a  classic Squishmallow character, like Cam or FiFi, in their meal. In addition, McDonald’s popular Grimace character has become a Squishmallow, and the chain said there’s even a surprise mystery character for select diners to uncover.

Each Squishmallow also comes with a curated playlist, courtesy of Universal Music Group. Happy Meal boxes will feature a QR code for diners to scan which will allow them access to their Squishmallow’s special playlist.

“We’re all about connecting our fans to culture, and Squishmallows are some of the hottest toys out there right now,” said Tariq Hassan, McDonald’s USA chief marketing and customer experience officer, in a statement. “This collaboration welcomes McDonald’s and Squishmallow fans alike to enjoy this one-of-a-kind experience with the first McDonald’s Squishmallows Squad.”

The burger giant has repeatedly capitalized on consumer demand for nostalgia and childhood favorites in its marketing efforts. Over the summer, McDonald's purple Grimace shake became a viral sensation, helping boost revenues at the Chicago-based quick-service chain by 14% during the second quarter. 

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