Recently, McDonald’s kicked off a series of activities ahead of Children’s Day on 1 June, focusing on their classic McNuggets. International artist Mr Doodle created unique graffiti-style paintings about McNuggets and exclusive graffiti images for McDonald’s iconic characters: Grimace, Hamburglar, and Birdie the Early Bird. Additionally, the fast-food chain launched a special offer of 20 McNuggets for 20 RMB and a variety of limited edition ‘Walkie-Talkie’ toys. The ‘Walkie-Talkie’ is designed in the style of the classic McNuggets and fries. Users can also buy a ‘Walkie-Talkie’ and a graffiti sticker for an additional 38 RMB.
On 22 May, the McDonald’s ‘Walkie-Talkie’ toy went on sale, causing the restaurant’s app to crash. While a shop clerk mentioned potential restocking, it’s uncertain if the product will be replenished. Meanwhile, second-hand goods trading platform Goofish listed the ‘Walkie-Talkie’ toys for 39 to 70 RMB. McDonald’s also created a CGI (Computer-Generated Imagery) animated film featuring the Wukang building in Shanghai transformed into a ‘Walkie-Talkie’.
From last year’s ‘Game Console’ to this year’s ‘Walkie-Talkie’, McDonald’s continues its retro nostalgia theme, creating festive rituals and ambience for Children’s Day. This strategy not only resonates with consumers’ retro sentiments but also strengthens the emotional connection between the brand and its users.
Starting from 25 May, McDonald’s will open themed flash mob shops in Shanghai, Beijing, Shenzhen, Guangzhou, and Hangzhou, featuring Mr Doodle’s graffiti and interactive content. Limited edition Mr Doodle merchandise will also be available for sale.
In Shanghai, KFC is holding an exhibition themed ‘K Antiques’ from 11 May to 2 June, showcasing hundreds of old toys from past promotions, including the KFC Game Console from over 20 years ago and the 1997 pressure cooker-shaped radio. The fried chicken chain is also partnering with Pokémon to offer five co-branded toys, including a Pikachu CD player, a Gengar game console, and a Psyduck interactive music box, available with the purchase of a co-branded meal.
