Happy Meal initiative will run through 2020 and follows on from two previous successful campaigns.
The Rubik’s Cube brand has once again teamed with McDonald’s, this time for a new promotion running throughout 2020.
The multi-territory campaign launches this month in McDonald’s restaurants in France, with a secondary launch lined up for Australia and New Zealand.
The campaign is scheduled to last four to six weeks in each territory and will continue to roll out internationally throughout 2020, across 34 countries in five continents.
The deal follows on from two previous successful promotions with Rubik’s at McDonald’s, the first of which featured a Rubik’s Cube mash-up with a range of Universal Pictures/Illumination Films characters and the second of which featured a collaboration with the iconic SmileyWorld brand.
This time around will mark the first time where the Happy Meal toys on offer will be solely branded Rubik’s, showcasing the strength of the brand.
The Happy Meal box will be transformed from its traditional tented ‘house’ design into a Cube shape for the duration of the company.
Children will have a choice of eight unique Rubik’s Cube toys – ranging from classic square 2×2 Cubes through to a selection of new challenges created exclusively for the promotion (including sliding tile puzzles, 2D and 3D build your own Rubik’s Cube games and a snake-inspired twisting toy among others).
A heavyweight marketing campaign will support the launch of the promotion including three Rubik’s themed challenges in the McDonald’s ‘Inventor’ Game framework.
The promotion was brokered by The Smiley Company, which manages the Rubik’s brand extension programme.
“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 Christoph Bettin, ceo of Rubik’s Brand. “We have placed particular emphasis on engaging Rubik’s with children aged from three to eight years old, and continuing our partnership with McDonald’s is a key part of our programme as we focus on creating new toy partnerships for this age group.”
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