The Smiley Company brokered the deal.
The QSR promotion will launch in April in McDonald’s restaurants across France, in-store for five weeks through May. The promotion will expand to additional territories throughout the year.
The French Happy Meal will feature one of five bespoke SmileyWorld and Rubik’s Cube toys that include square 2x2 cubes and rectangular 3x2 cubes with icons from the SmileyWorld library. Kids will be able to mix and match the faces to create new expressions. The Happy Meal Box will be transformed into a cube shape to mirror the Rubik’s Cube and will feature SmileyWorld icons on it during the campaign.
“The Smiley Company are extremely happy to bring together Rubik’s and SmileyWorld in this exciting new McDonald’s Happy Meal promotion which combines the smartest brand in the world with the happiest brand in the world for the first time,” says Lori Heiss-Tiplady, vice president, brand strategy, The Smiley Company. “We have worked closely with The Marketing Store and the team at McDonald’s France to create a range of toys and supporting materials which will encourage kids to ‘Think Outside the Cube.’ From the SmileyWorld-branded Rubik's Cubes, which enable kids to mix and match icons, to the unique Rubik’s Cube-shaped Happy Meal box; and from the fun TV ads to the ‘How to Solve’ tutorial videos, every aspect of the promotion has been created with careful attention to detail.”