The iconic Rubik’s cube is set to feature in Happy Meals all across the globe, as part of an international marketing campaign.
The Happy Meal is a ubiquitous icon of franchising, recognized as widely by entrepreneurs as it is by hungry kids (or adults with a smaller appetite) the world over. Now, as part of a strategic brand partnership, Rubik’s Brand Ltd. will feature its equally renowned Rubik’s cube as part of Happy Meals in McDonald’s restaurants internationally.
Launching in France in February, the promotion will continue to Australia and New Zealand, with a worldwide circuit in the pipeline. The campaign is currently scheduled to last four to six weeks in each territory, and will continue to roll out throughout 2020 across 34 countries in five continents.
The promotion will lead to several changes in the McDonald’s marketing push, that both franchisees and consumers can reap the benefits of. The Happy Meal box will transform from its traditional tented house design into a cube shape, and toys on offer in Happy Meals will include sliding tile puzzles, 2D and 3D Rubik’s cube games, and a snake-inspired twisting toy.
Additional marketing materials include an in-store POS, branded balloons, coloring sheets, wall stickers, and window decals – all designed to help amplify the Rubik’s brand identity throughout the promotion.
“We have worked closely with McDonald’s to create innovative and impactful premiums that deliver on our goal of bringing intelligent play to kids of all ages,” said Christopher Bettin, CEO of Rubik’s Brand Ltd. “With our focus on brain-boosting activities that deliver ‘STEM without the Screen’, we have created toys that will stimulate kids’ minds and imaginations while the challenge of solving the puzzles encourages repeat play.”
