Key Takeaways:
- McDonald’s has brought back its plushie collaboration with The Dog and Friends after nearly 20 years, sparking a wave of Y2K nostalgia.
- The plushies are right on trend among collectible toys like LABUBU from POP MART and Jellycat.
- McDonald’s has also tapped into today’s pet economy to mobilise dog lovers through pop-ups and themed restaurants.
Some say it’s McDonald’s own Jellycat; others say it’s overshadowing LABUBU. The latest McDonald’s collaboration has set Chinese social media abuzz. The co-branding is with the Japanese IP, The Dog and Friends, also known simply as The Dog, and the collection features 16 different small-sized dog plushies. So why are Chinese youth going crazy over these tiny toys?
It was twenty years ago today
Founded in 2000, The Dog is an IP brand known for its fisheye photos of dogs, especially puppies, as well as other pets such as cats, bunnies and hamsters. The brand produces its own IP merch, including calendars and postcards, and has also collaborated with fashion brands and pet product brands. In China, the last time these plushies were available at McDonald’s was between 2003 and 2008, roughly 20 years ago.
It has been, as expected, one of millennials’ favourite McDonald’s toy collections, with many having tried to collect the full set of 28+2 (2003) or 35 (2006) over the years. Today, a complete set of the 2006 McDonald’s x The Dog plushies can set you back around 2,000 RMB (278.63 USD), depending on the condition.
The 2025 reissue is part of McDonald’s “BFF” (Best Friends Forever) campaign series, introduced in 2023. The BFF series includes a retrospective exhibition documenting the years McDonald’s has spent in China since its entry in 1990. The 2006 The Dog collection sits perfectly within this, as it represents a successful midway point between 1990 and today.
Joy of a toy
The reissue collection includes 16 different models and is being released in 4 batches across 4 weeks. On 9 July, McDonald’s released the Golden Retriever, Corgi, West Highland White Terrier and Schnauzer, each paired with a crossbody bag. On 14 July, the Beagle, Bernese Mountain Dog, American Cocker Spaniel and Bichon Frisé were released with a diaper-shaped accessory that allows you to fix them onto your shoulder.
The latest batch, launched on 21 July, included the Welsh Terrier, Pug, Husky and Labrador Retriever, each with a purse in the shape of a slipper. On 28 July, the final batch will feature the Yorkshire Terrier, French Bulldog, Poodle and Greyhound, each with a rucksack.
The plushies are viewed as direct competition to the likes of LABUBU and Jellycat
The plushies are viewed as direct competition to the likes of LABUBU and Jellycat, both as toys and bag charms. Each costs 39.9 RMB (5.50 USD) with any purchase over 30 RMB (4.10 USD) at a restaurant. This marks a major shift from earlier times, when toys came free with your Happy Meal.
Pet Sounds
The campaign also included offline pop-ups in Shanghai and Shenzhen. However, this time-limited space incorporated an additional element: pets. The toy aspect of the campaign is aimed at both the general public and dog lovers. For example, the crossbody bag can be used as a harness for dogs to carry the toys on their back. Meanwhile, the offline experience caters to both collectors and dog owners.
The outdoor pop-ups feature a large inflatable corgi and a McCafé on wheels. There are “check-in” (打卡) spots for both humans and dogs, including a fisheye area so your canine companion can get “The Dog” treatment.
In addition to the large-scale pop-ups, flagship restaurants in 6 cities across China have been transformed into The Dog-themed stores, where you can get exclusive merch and “check in”. You can also take a fisheye selfie at the restaurants with the purchase of select meals, and visit “dog parking” zones filled with corgi balloons.
After nearly 20 years, the reissue is clearly, at least partially, aimed at those who were around for the collab’s first outing. Not only is it a chance for people to get “the one that got away”, but it also brings Y2K nostalgia to younger generations, such as Gen Z, who can own a slice of that era at a reasonable price. Netizens on social media platforms such as Rednote shared their stories about the first-gen McD x The Dog, as well as photos if they still have them.
Not only is it a chance for people to get “the one that got away”, but it also brings Y2K nostalgia
On Weibo, China’s Twitter equivalent, the topic “McDogs assemble” (#麦麦修勾开大会#) gained 23.18 million views, and the hashtag “McDonald’s The Dog” (#麦当劳大头狗#) got 22.49 million views. Not only are netizens participating in the hype, McDonald’s is also backing the campaign, after its vice president of marketing in China, Edison Yan, wore 6 The Dog plushies during his photoshoot for Meituan and Vogue.
The collab has arrived just in time, with people going crazy for LABUBU, Jellycat and “cotton dolls”. Combined with the Y2K nostalgia and pet economy, the campaign has planted itself firmly in the zeitgeist and consumer sentiment for “emotional” resonance, as “rational” consumption gives way to “emotional” consumption.