Restaurants: McDonald’s Happy Meals Just Got Squishier, and Fans Are Losing It

Why it is the topic trending:

• Popular Brand Collaboration: The partnership between McDonald's, a globally recognized fast-food chain, and Squishmallows, a highly popular and collectible toy brand, is inherently newsworthy and attracts significant attention.

• Nostalgia and Collectibility: McDonald's Happy Meals evoke nostalgia for many adults, while the collectibility of Squishmallows creates a sense of urgency and excitement among both children and adult collectors.

• Viral Toy Phenomenon: Squishmallows have experienced a massive surge in popularity, becoming a viral sensation with a dedicated fanbase. Any news involving the brand is likely to trend.

• Limited-Time Offering: The announcement of a limited-time promotion encourages immediate interest and discussion as consumers anticipate the opportunity to acquire the collectible toys.

• Digital Engagement Integration: The inclusion of a scannable code for an exclusive digital game adds another layer of engagement and appeals to digitally savvy consumers.

Overview:

McDonald's has announced a new Happy Meal promotion in partnership with Squishmallows, a brand of popular plush toys. This collaboration brings 12 collectible Squishmallow characters to Happy Meals, including the debut of a brand-new character. Each Happy Meal also includes a scannable code that unlocks an exclusive digital game. The promotion has launched in the United States and will expand to other countries throughout the spring and summer of 2025.

Detailed Findings:

• Squishmallows are known for their cuddly and huggable nature, first introduced in 2017 and experiencing significant popularity growth.

• This is the second collaboration between McDonald's and Squishmallows, with the first one receiving a massive global response two years prior.

• The new collection features 12 unique Squishmallow characters, each with "unique, never-before-seen happy expressions."

• A new Squishmallow character, Halley, the "Intergalactic Axolotl," is making its debut through this Happy Meal promotion.

• In addition to the collectible plush toy, each Happy Meal contains a scannable code that unlocks an exclusive digital game.

• The standard Happy Meal options (hamburger or McNuggets, fries, apple slices, and a drink) remain available.

• The promotion is currently available at participating McDonald's locations across the United States, with a planned rollout to more countries during the spring and summer of 2025.

• Executives from both Jazwares (Squishmallows' parent company) and McDonald's expressed excitement about the partnership and its ability to delight fans.

Key Takeaway:

The key takeaway is McDonald's strategic leveraging of the immense popularity and collectibility of Squishmallows to drive traffic and sales by offering a desirable and engaging experience within their Happy Meals, targeting families and the dedicated fanbase of the plush toys.

Main Trend:

• Trend Name: Experiential Collectibles in Fast Food

Description of the trend:

Experiential Collectibles in Fast Food refers to the increasing trend of fast-food chains offering highly sought-after collectible items, often tied to popular entertainment franchises or viral sensations, as part of their kids' meals (or even adult-focused promotions). These collectibles are designed to create excitement, drive repeat visits, and enhance the overall customer experience beyond just the food itself, often incorporating digital elements for added engagement.

What is consumer motivation (detailed description):

Consumer motivation for this trend is driven by a combination of factors:

• Nostalgia and Emotional Connection: Happy Meals often evoke nostalgic feelings for adults, while the appeal of cute and cuddly toys like Squishmallows creates an emotional connection, especially for children.

• Collectibility and the "Hunt": The limited-time availability and the desire to acquire a complete set of collectibles (in this case, 12 different Squishmallows) motivates consumers to make multiple purchases, creating a sense of a "treasure hunt."

• Value Perception: Consumers perceive added value in receiving a popular and potentially sought-after toy along with their meal, making the Happy Meal a more attractive option.

• Pester Power: Children's strong desire for the collectible toys often influences parents' purchasing decisions.

• Digital Engagement: The inclusion of a digital game adds an extra layer of entertainment and extends the engagement with the Happy Meal beyond the physical toy.

What is driving trend (detailed description):

Several factors are driving the trend of experiential collectibles in fast food:

• Increased Competition: The fast-food industry is highly competitive, and chains are constantly looking for ways to differentiate themselves and attract customers.

• Desire for Repeat Business: Limited-time collectible promotions are a proven strategy for driving repeat visits and increasing customer frequency.

• Leveraging Pop Culture: Tapping into the popularity of existing franchises and trends, like the Squishmallows craze, allows fast-food chains to instantly capture consumer interest.

• Social Media Buzz: Collectible promotions often generate significant social media buzz, with consumers sharing their finds and creating online communities around the "hunt," providing free marketing for the brand.

• Attracting Families: Happy Meals are a key offering for families, and the inclusion of desirable collectibles makes them even more appealing to parents looking for a fun treat for their children.

What is motivation beyond the trend (detailed description):

Beyond the immediate excitement of the promotion, the underlying motivations include:

• Creating Positive Experiences: Fast-food chains aim to create positive and memorable experiences for their customers, especially families, and collectibles play a significant role in this.

• Building Brand Affinity: Positive experiences associated with Happy Meals and desirable toys can contribute to long-term brand loyalty.

• Seeking Moments of Joy and Fun: In everyday life, consumers often seek small moments of joy and fun, and a collectible toy can provide that, especially for children.

• Shared Experiences: These promotions can become shared experiences for families, with parents and children engaging in the "hunt" together.

Description of consumers article is referring to:

The article primarily refers to families with children and collectors of Squishmallows.

• Age: Primarily targeting children (Gen Alpha and younger Gen Z) who are the main recipients of Happy Meals, as well as adults who may be parents or Squishmallows collectors (likely Millennials and older Gen Z).

• Gender: The appeal of Squishmallows and Happy Meals is generally broad across genders.

• Income: McDonald's targets a wide range of income levels with its affordable fast-food offerings, so this promotion likely appeals to various income demographics.

• Lifestyle: The lifestyle of the target consumers likely includes:

  • Families with children: Seeking affordable and convenient meal options with added entertainment for their kids.

  • Toy Collectors: Individuals who actively collect Squishmallows or other popular toys.

  • Fans of Viral Trends: People who are aware of the Squishmallows phenomenon and are drawn to the hype.

  • Consumers seeking occasional treats: Individuals or families looking for a fun and affordable treat or reward.

Conclusions:

McDonald's strategic partnership with Squishmallows is a smart move to capitalize on the immense popularity of the plush toys. By offering exclusive and collectible characters within their Happy Meals, they are likely to drive increased traffic, sales, and positive brand engagement, particularly among families and Squishmallows enthusiasts. The integration of a digital game further enhances the appeal for digitally native children.

Implications for brands:

• Leverage Nostalgia and Trends: Brands can effectively tap into consumer nostalgia and current popular trends through strategic partnerships and limited-time offerings.

• Incorporate Collectibility: Creating a sense of collectibility around products can drive repeat purchases and generate excitement.

• Consider Digital Integration: Adding digital elements to physical products can enhance engagement and appeal to younger audiences.

• Partner with Popular Entertainment Franchises: Collaborating with well-known entertainment brands or viral sensations can significantly boost product appeal.

Implication for society:

• Influence of Consumerism on Children: This promotion highlights the ongoing influence of consumerism on children and the power of brands to drive demand for collectible items.

• Potential for Environmental Concerns: The production and disposal of plastic toys in Happy Meals can raise environmental concerns.

• Family Engagement Opportunities: These promotions can create opportunities for families to engage in shared activities around collecting and playing with the toys.

Implications for consumers:

• Access to Desirable Collectibles: Consumers, especially children, gain access to popular and potentially hard-to-find Squishmallows at an affordable price point with their meal.

• Enhanced Mealtime Experience: The addition of a collectible toy and a digital game enhances the overall mealtime experience, especially for children.

• Potential for Overconsumption: The desire to collect all the toys might lead to more frequent purchases of Happy Meals than intended.

Implication for Future:

• Continued Trend of Experiential Meals: We can expect to see more fast-food chains leveraging popular trends and brands to create experiential meal offerings that go beyond just the food.

• Increased Integration of Digital and Physical Experiences: Future promotions will likely see even more seamless integration of physical collectibles with digital games and experiences.

• Potential for Adult-Focused Collectibles: Fast-food chains might explore extending the collectible trend to adult-focused meals, tapping into nostalgia and adult collecting habits.

Consumer Trend (name, detailed description):

• Trend Name: Joyful Collectibles

• Detailed Description: This consumer trend centers around the desire for products that bring joy, comfort, and a sense of fun through their collectibility. These items often evoke positive emotions, tap into nostalgia, or align with current popular culture, driving consumers to seek and accumulate them for personal enjoyment, display, or even potential future value.

Consumer Sub Trend (name, detailed description):

• Sub Trend Name: Fast-Food Fomo (Fear Of Missing Out) on Collectibles

• Detailed Description: This sub-trend specifically relates to the anxiety and desire among consumers, especially enthusiasts and collectors, to acquire limited-time collectible items offered by fast-food chains. The short availability and potential for high demand create a sense of urgency and fear of missing out on these coveted items, driving immediate and frequent purchases.

Big Social Trend (name, detailed description):

• Trend Name: The Power of Play and Comfort

• Detailed Description: In an often stressful and complex world, there's a growing societal desire for products and experiences that offer a sense of playfulness, comfort, and escapism. This trend manifests in the popularity of toys, nostalgic items, and activities that provide lighthearted enjoyment and a break from the pressures of daily life.

Worldwide Social Trend (name, detailed description):

• Trend Name: Globalized Pop Culture Influence

• Detailed Description: Pop culture trends, especially those driven by entertainment, social media, and viral phenomena, increasingly have a global reach. Popular characters and brands like Squishmallows resonate with audiences across different countries and cultures, making collaborations with these entities highly effective on a worldwide scale.

Social Drive (name, detailed description):

• Drive Name: Desire for Novelty and Fun

• Detailed Description: Human beings have an inherent desire for novelty and fun. Limited-time promotions offering exciting collectibles tap into this drive, providing a temporary source of entertainment and something new to look forward to and acquire.

Learnings for brands to use in 2025 (bullets, detailed description):

• Identify High-Demand Collectibles: Research current popular trends and identify collectibles that have a strong and engaged fanbase.

• Create Exclusive or Limited-Edition Items: Offering unique or hard-to-find items increases their desirability and drives demand.

• Integrate Digital Experiences: Combine physical collectibles with engaging digital content or games to enhance the overall experience and extend engagement.

• Leverage Social Media for Hype: Utilize social media platforms to announce and promote collectible campaigns, encouraging sharing and generating buzz.

• Consider Nostalgic Appeal: Tap into consumer nostalgia by bringing back beloved characters or trends from the past.

Strategy Recommendations for brands to follow in 2025 (bullets, detail description):

• Form Strategic Partnerships: Collaborate with brands or entertainment franchises that have a strong connection with the target audience.

• Plan Phased Rollouts for Exclusivity: Consider releasing collectibles in waves or with regional variations to maintain interest and encourage continued engagement.

• Offer Opportunities for Completion: Design collections that encourage consumers to collect a full set, potentially offering a reward for completion.

• Ensure Adequate Supply (with Scarcity in Mind): While scarcity can drive demand, ensure there are enough items available initially to avoid widespread frustration among consumers.

• Monitor Social Media Sentiment: Actively monitor social media to gauge consumer reaction and address any issues promptly.

Final sentence (key concept) describing main trend from article:

The core of this trend lies in leveraging the allure of tangible, collectible items, often coupled with digital engagement, to transform a simple fast-food meal into a more engaging and desirable experience for consumers.

What brands & companies should do in 2025 to benefit from trend and how to do it:

In 2025, brands and companies, especially those in the food and beverage industry targeting families and younger consumers, should actively explore opportunities to integrate experiential collectibles into their offerings by:

• Identifying relevant and popular collectible items or brands that resonate with their target audience.

• Partnering with these entities to create exclusive, limited-time collectible products that add value to the consumer experience.

• Designing marketing campaigns that highlight the collectibility aspect and encourage consumers to participate in the "hunt."

• Exploring ways to enhance the experience with digital integrations, such as exclusive games, augmented reality features, or online communities related to the collectibles.

Final Note:

• Core Trend:

  • Name: Experiential Collectibles

  • Detailed Description: Consumers are increasingly drawn to products that offer more than just functionality; they seek experiences and a sense of fun, often found in the act of collecting items tied to popular culture or nostalgic themes.

• Core Strategy:

  • Name: Value-Added Engagement

  • Detailed Description: Brands should focus on adding value to their core offerings through engaging elements like collectibles, digital experiences, or limited-time promotions to enhance customer satisfaction and drive repeat business.

• Core Industry Trend:

  • Name: The Gamification of Consumption

  • Detailed Description: The incorporation of game-like elements, such as collecting sets or unlocking digital content, into the consumption experience is becoming increasingly prevalent across various industries to drive engagement and loyalty.

• Core Consumer Motivation:

  • Name: Seeking Joy and Novelty

  • Detailed Description: Consumers are motivated by the desire for joy, novelty, and moments of fun in their everyday lives, making collectible promotions a powerful way to capture their attention and drive purchases.

• Final Conclusion: The McDonald's and Squishmallows partnership demonstrates the continued effectiveness of leveraging popular collectibles to create excitement and drive consumer engagement in the fast-food industry, highlighting the importance of understanding and tapping into the consumer desire for joy and novel experiences in 2025.

Core Trend Detailed (Experiential Collectibles)

• Description: Experiential Collectibles refer to the growing consumer desire for products that offer more than just their primary function. These items provide an enhanced experience through their collectibility, often tied to popular culture, nostalgia, or limited-time availability. The act of acquiring, displaying, and sometimes even trading these items becomes part of the overall consumer experience, fostering a sense of engagement and often community around the product or brand.

• Key Characteristics of the Trend (summary):

  • Beyond Functionality: These products offer an added layer of experience through collectibility.

  • Often Linked to Pop Culture: They frequently tie into popular entertainment, trends, or nostalgic themes.

  • Limited Availability: Scarcity, whether real or perceived, often drives their appeal.

  • Fosters Engagement: The act of collecting and interacting with these items enhances brand engagement.

  • Potential for Community Building: Shared interest in collecting can lead to online and offline communities.

• Market and Cultural Signals Supporting the Trend (summary):

  • Success of Limited-Edition Products: The consistent popularity of limited-edition items across various industries demonstrates consumer appetite for exclusivity.

  • Rise of Fandom Culture: Strong fan bases around movies, games, and other forms of entertainment fuel the desire for related collectibles.

  • Nostalgia Marketing: Brands effectively leverage nostalgia by offering collectible items that resonate with past memories and trends.

  • Influence of Social Media: Platforms like Instagram and TikTok amplify the visibility and desirability of collectible items, driving trends and creating viral moments.

  • Growth of Resale Market: The thriving resale market for collectibles indicates their perceived value and desirability among consumers.

• How the Trend Is Changing Consumer Behavior (summary):

  • Driving Impulse Purchases: The fear of missing out (FOMO) on limited-time collectibles often leads to impulse buys.

  • Increasing Purchase Frequency: The desire to complete a set of collectibles can lead to more frequent purchases from a particular brand or retailer.

  • Fostering Brand Loyalty: Positive experiences associated with collecting can build stronger brand loyalty and affinity.

  • Creating User-Generated Content: Consumers often share their collections and experiences on social media, providing valuable user-generated content for brands.

  • Shifting Focus from Pure Utility to Enjoyment: Consumers are increasingly valuing products that offer enjoyment and a sense of fun beyond their basic functionality.

• Implications Across the Ecosystem (summary):

  • For Brands and CPGs: Brands can leverage experiential collectibles to create buzz, drive sales, and build stronger connections with consumers, particularly younger demographics.

  • For Retailers: Retailers can attract more foot traffic and increase basket sizes by offering exclusive or highly sought-after collectible items.

  • For Consumers: Consumers gain access to unique and enjoyable products that can foster a sense of fun and community, but they may also be susceptible to overspending and the pressures of keeping up with trends.

• Strategic Forecast: The trend of Experiential Collectibles is expected to remain strong in the coming years. Brands will likely become more sophisticated in their approach, leveraging data to understand which collectibles will resonate best with their target audiences and integrating digital elements to enhance the collecting experience. We may also see a rise in collectibles that offer a blend of physical and digital value, such as NFTs linked to physical items. Sustainability will also likely become a consideration, with consumers potentially favoring collectibles made from eco-friendly materials or those that offer long-term value.

• Final Thought: The power of play, nostalgia, and the thrill of the hunt are key drivers behind the Experiential Collectibles trend, offering brands a potent tool for engaging consumers and creating memorable experiences.

Source: https://www.foodandwine.com/mcdonalds-squishmallows-happy-meal-2025-11734168