Would you like the future with that?

Would you like the future with that?

Sweden – The Happy Meal box gets 21st-century makeover as McDonald's looks to keep the brand relevant to digital-first Generation I.

Article/19076 #1
McDonalds Happy Goggles by DDB Stockholm, Sweden

Sweden – McDonald’s has given its Happy Meal box a 21st-century makeover as it looks to keep the brand relevant to digital-first Generation I.

  • The McDonald’s little red box is celebrating its 30th anniversary in Sweden with a makeover that will help it to appeal to smartphone-owning pre-teens
  • Thanks to some clever fold lines and strategically placed perforations, the Happy Meal container can be turned into a DIY virtual reality headset

What is more, the fast food brand has also created its own game to be used with the Happy Goggles. The game, Se Upp I Backen (watch out on the slopes), is a ski adventure which, according to McDonald’s, has been endorsed by the Swedish national skiing team ahead of the Swedish holiday Sportlov, when it is traditional for families to go on skiing trips.

‘It is our mission to ensure that the world’s most famous box will continue to be magical and relevant to families for another 30 years,’ says a statement on the company’s website. ‘The Happy Meal simply must move with the times.’

The Big Picture

Lo-fi technology such as Google Cardboard is helping to make virtual reality ubiquitous, even in less developed countries. From education to media, it will elevate the way in which people learn and communicate their stories around the world. Find out more in our Virtual Reality Market report.

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