The iconic Rubik’s Cube is heading to McDonald’s in a new Happy Meal promotion that will transform its packaging into the brain-busting puzzle.
In a partnership secured by The Smiley Company, the new promotion will encourage kids to ‘play smart,’ across Europe, Scandinavia, Middle East, Africa and North America.
The renowned Happy Meal Box will take on the form of the popular Rubik’s Cube for the duration of the campaign, launching first in France this month before rolling out across other territories from August through to November.
Children indulging in a Happy Meal will be given the choice of four different bespoke Rubik’s Cube toys, including square 2x2 cubes and rectangular 3x2 cubes as well as rounded versions, with a total of 12 different toys to choose from.
The unique promotion will also feature a product mash-up between Rubik’s and a major Hollywood animation film studio’s properties appearing on the toys alongside the Rubik’s Cube colours and trademark twist and turn mechanism.
Nicolas Loufrani, CEO at The Smiley Company, said: “We have worked closely with The Marketing Store and the whole team at McDonald’s and we are really pleased with the innovative and high quality content of this campaign.
“From the robust mini Cubes and the unique Rubik’s Cube shaped Happy Meal box to the TV ads and bespoke games created for the Happy Studio app, every aspect of the promotion has been crafted perfectly to leverage the Rubik’s brand mission of encouraging children to play smart and further our goal of bringing intelligent play to kids of all ages.
“The Smiley Company is thrilled to be adding a partnership with a superbrand like McDonald’s; one which has a truly global footprint and supports its launches with strong marketing activation – this will ensure the Rubik’s legacy continues to be passed down through the family.”
The promotion will be supported with a 360-degree marketing campaign, with TV advertising featuring the Happy Meal mascot, Happy, playing with a Rubik’s Cube in a 26 and 13 second spot.
There will also be a series of ‘How to Solve’ short video tutorials launched on social channels to help kids solve the bespoke Happy Meal Rubik’s Cubes and a McDonald’s Happy Studio app takeover.