The new Wakanda Forever toys represent McDonald's current promotional strategy
Following the success of the Boo Buckets campaign, McDonald's has announced the introduction of new Happy Meal toys based on characters from Black Panther: Wakanda Forever, which will be released in theaters on November 11. There are a total of ten toys, all of which are characters from the forthcoming Marvel film. These may appear to be conventional toys—Happy McDonald's Meals have long promoted family films—but they continue a silent theme that has pervaded all of the fast food chain's recent promotions: representation.
Toys from McDonald's × Black Panther: Wakanda Forever Happy Meal
McDonald's states in its release of the new Happy Meal toys that the Wakanda Forever collection "gives everyone the chance to see and celebrate their inner hero."
"The very first Black Panther film... set a new bar for representation in film," Jennifer Healan, VP of U.S. According to the news announcement, McDonald's Marketing, Brand Content, and Engagement. "And now, with this new Happy Meal, we're pleased to bring that experience to our restaurants and let fans recognize and celebrate their inner hero - because seeing is believing."
According to the press release, McDonald's is "committed to lifting up the voices of the communities we serve" and strategically rolls out "marketing initiatives designed to help drive representation." There's even a list of programs supported by McDonald's whose stated goal is to support diverse creators. It's a huge cry from the way previous campaigns, such as last year's Space Jam Happy Meal toys, were promoted.
What is McDonald's market positioning?
In this sense, the new toys are being marketed as a celebration of variety. But, when you think about it, all of McDonald's recent ads have been reflective of how various innovators have changed the pop cultural landscape in their own manner.
McDonald's has refined its approach to new promotions since 2020, drawing influences from streetwear firms and influencer culture. Celebrity collaborations including non-white producers have included Travis Scott, J. Balvin, BTS, and Saweetie Meals. And the Cactus Plant Flea Market Box, which contributed to a 37% increase in foot traffic to McDonald's, was developed directly by a woman-owned streetwear firm.
When the BTS lunch arrived, I recall thinking how incredible it was to have K-pop so clearly represented in a restaurant that had affected the way I grew up in America. For decades, being Korean-American or the child of immigrant parents was frowned upon. Suddenly, I was witnessing folks who looked like me having their own much-hyped partnership, at perhaps the world's largest and most popular fast food company. People are increasingly obsessed with K-pop in many aspects of entertainment, even cuisine.
Unlike the Wakanda Forever Happy Meal toys, McDonald's has not blended representational language into its latest blockbuster marketing. Instead of attempting to shape the discourse by seizing the spotlight, it appears like McDonald's is meeting its customer base where they are and, in the process, leading by consistent example.
The company verified to The Takeout that its marketing campaigns are purposely representational of the customers it aims to target, and are intended to elevate that community's voice. Yes, everything from Happy Meal toys to celebrity meal collaborations is included.
Sure, it's all about selling hamburgers in the end, but it's been intriguing to watch a fast food restaurant highlight tastemakers and earn a lot of business in the process.
#BTS #BlackPanther #BlackPantherWakandaForever #WakandaForever #MarvelStudios
SOURCE: thetakeout
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