McDonald’s kicked off a series of activities ahead of Children’s Day on 1 June, focusing on its classic McNuggets. International artist Mr Doodle created unique graffiti-style paintings of McNuggets and exclusive graffiti images of McDonald’s iconic characters: Grimace, Hamburglar, and Birdie the Early Bird. The fast-food company also launched a 20 McNuggets for 20 RMB (approx. 2.84 USD) special offer and a range of limited edition “Walkie-Talkie” toys. Designed in the style of the classic McNuggets and fries, the “Walkie-Talkie” embodies its essence. For an extra 38 RMB (approx. 5.39 USD) users may also purchase a “Walkie-Talkie” and a graffiti sticker.
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 (approx. 5.53 to 9.93 USD). 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 ‘Games Console’ to this year’s ‘Walkie-Talkie’, McDonald’s continues its retro theme, creating festive rituals and ambience for Children’s Day. This strategy not only resonates with consumers’ nostalgic sentiments but also strengthens the emotional connection between the brand and its audience.
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 Games 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 games console, and a Psyduck interactive music box, available with the purchase of a co-branded meal.
