Dive Brief:
- McDonald’s is tapping into hype surrounding the popular Pokémon Trading Card Game (TCG) with the launch of a limited-run Pokémon Happy Meal, according to a press release.
- Each Happy Meal includes a themed box design, a Pokémon TCG booster pack with four of 15 available trading cards, a poster and a sticker sheet. Those who order through the McDonald’s app will unlock an in-game bonus for the Pokémon TCG Pocket app.
- Players of the Pokémon Go mobile game can also visit sponsored PokéStops or Gyms when visiting McDonald’s restaurants in the U.S. as part of a collaboration that kicked off in December. The efforts are the latest attempts by the burger chain to wed pop culture with nostalgia.
Dive Insight:
McDonald’s is stepping into the world of Pokémon with its latest collaboration, a move that could help the chain grow loyalty among the game’s wide range of fans. Pokémon was wildly popular during the late ‘90s and early aughts and gained a renewed sense of excitement in 2016 with the launch of Pokémon Go. With its limited-time Happy Meals, McDonald’s is continuing its run of leveraging nostalgia in its marketing, a tactic often deployed by the chain in recent years.
“There’s nothing more exciting than when we can bring campaigns to our fans with partners that we’re fans of ourselves,” said Guillaume Huin, senior marketing director at McDonald's, in press details. “Much like they do for McDonald’s, our fans have deep nostalgia and love for the Pokémon brand.”
The Pokémon Happy Meal, available nationwide starting Jan. 21, includes a Pokémon booster pack, poster and sticker sheet. Additionally, each box leverages one of four designs featuring characters Charizard, Pikachu and Dragonite together, Rayquaza and Roaring Moon.
Additionally, every Happy Meal purchase made through the McDonald’s app will unlock an in-game bonus for the Pokémon TCG Pocket app at no additional cost. Consumers will receive a one-time redeemable code to unlock 24 pack hourglasses and 12 wonder hourglasses that can be used to open two digital booster packs and select one randomized digital card. The move could help McDonald’s spur more app downloads and help it collect valuable first-party data.
McDonald’s is also flexing a Pokémon Go tie-up that kicked off in the U.S. in December. For the effort, players of the mobile app can visit sponsored PokéStops, or real-world landmarks, and Gyms, locations throughout the Pokemon Go world where players can battle rival teams, when visiting McDonald’s restaurants. Players can visit participating locations during specific weeks from now until the end of March to take part in the activation, including Jan. 20 to Jan. 26, Feb. 10 to Feb. 16 and March 10 to March 16.
McDonald’s joins other marketers, like Circle K and Foot Locker, that have teamed with Pokémon Go in the past. The burger chain often seeks to bring together culture and nostalgia. Last year, the brand launched a campaign inspired by how it is often depicted in anime and manga that included a “WcDonald’s” push in over 30 global markets. The year prior, the chain collaborated with artist and streetwear influencer Kerwin Frost for a Happy Meal box that included a McNugget Buddy collectible, which returned for the first time in over 25 years.
McDonald’s reported a 0.3% increase in U.S. same-store sales in Q3 2024, a slight increase that sees the chain continuing to struggle with winning over cash-strapped consumers who are opting to eat at home more often. The brand’s campaigns around value and core menu items were among the factors supporting the increase. Earlier this month, the chain rolled out a value platform with a marketing effort featuring actor and pro wrestler John Cena.
