The Smiley Company and McDonald’s have entered into a promotional deal that will bring the Rubik’s brand to children's Happy Meals across Europe, the Middle East, Africa and North America.
The Marketing Store brokered the deal on behalf of McDonald's.
Under the terms of the agreement, McDonald’s customers in territories including France, Spain, Austria, Canada and more can get one of four bespoke Rubik’s cubes toys—a square 2x2 cubes, 3x2 cubes, rounded version and more—beginning this summer in a Happy Meal.
In addition, the promotion will feature a soon-to-be-announced collaboration between a major Hollywood animation studio, that promises a unique twist on the classic puzzle.
“We have worked closely with The Marketing Store and the whole team at McDonald’s and are really pleased with the innovative and high-quality content of this campaign,” says Nicolas Loufrani, chief executive officer, The Smiley Company. “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 to perfectly 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 will support the campaign with a series of “how-to” video tutorials across the restaurant’s social channels as well as in-store materials including branded POS, balloons, coloring sheets and window decals. The promotions kicked off in France and will rollout through November.