Macca's announces huge Happy Meal update in Australia
A huge fast food chain has teamed up with a popular toy brand to give away a cult item that is 'taking over the world' in Happy Meals.
Macca's has announced Squishmallows — a brand of soft, plush toys known for its 'marshmallow-like' texture — will be available in its popular kids meals from May 29.
The brand will have 14 characters available with expressions that are exclusive to the fast food chain. These included Rossi, the purple cheetah with pink spots, and Charles, the winking green pickle.
But, there are even characters who are debuting as part of the range.
This includes Halley, the intergalactic axolotl, and Theotto, a monster with dragon wings. Theotto is only available in Australia and New Zealand.
As well as the physical toys themselves, there is also a scannable code that features a digital game.
Amanda Nakad, the marketing director of menu and brand for McDonald's Australia, said: 'We're all about connecting our fans to culture, and these squishable plushies are all the rage right now so we're bringing the search for Squishmallows to Australia.
'This limited-time Happy Meal brings a taste of the viral toy sensation to Macca's, with the first McDonald's Squishmallows Squad. Whether you're joining the hunt to collect them all or just looking for a dose of happiness, there's a Squishmallow for every kind of fan with this new Happy Meal.'
Meanwhile, Gerhard Runken, the executive vice president of brand and marketing for the company that makes Squishmallows, said: 'Our first McDonald's Happy Meal collaboration received such a massive global response that we're bringing it to Australia for the very first time.
'We couldn't think of a better way to celebrate our fans than with a Happy Meal featuring character favourites with unique, never-before-seen happy expressions and the debut of our newest Squishmallow Squad member Halley, making the search exciting as ever for fans worldwide.'
It's no surprise that Macca's has picked up this as its next Happy Meal toy, following the popularity of the item not only with children but with teenagers and adults too.
The 'kidult' trend — items designed for kids but popular with all ages — has taken off in recent months. Footage has shown Aussies lining up at 3am for Labubu, a furry plushie featuring a bizarre grin and sharp teeth.
The item has become the ultimate status-boosting item after soaring to popularity with huge celebrities such as Rihanna and Dua Lipa.
Designed by Hong Kong-born artist Kasing Lung, the product is sold by Chinese toy company Pop Mart following a collaboration with Lung on his story series book The Monsters, released in 2015.
A similar item — Jellycats — has also been a hit item with all ages, with David Jones telling news.com.au; 'We've seen strong demand for the brand and an increase in sales in not only their iconic bunny which they are best known for but also more niche/unique styles,' a David Jones spokesperson told news.com.au.
'There has also been a noticeable shift in the consumer who is buying this product, traditionally bought for children we have seen demand from Gen Z thanks to social media driving the trend among this group.'
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