Licensees Focus

Rubik’s creates a Happy Meal

12 Jul - 2018

Brand signs international quick service restaurant promotion with Mcdonald’s.

The Smiley Company, master licensee for the Rubik’s Cube, is pleased to announce a deal for Rubik’s to feature in a McDonald’s Happy Meal promotion, which will encourage kids to PLAY SMART while enjoying everyone’s favourite food.

In a deal brokered by The Marketing Store, this multi-territory promotion will appear in McDonald’s restaurants across Europe, Scandinavia, Middle East, Africa and North America. The campaign will first launch in France in July 2018 and roll out across other territories from August through November 2018 including Italy, Spain, Austria, UAE and Canada amongst many others.

In an exciting development, the iconic Happy Meal Box will be transformed from its traditional tented “house” design into a Cube shape to mirror the Rubik’s Cube for the duration of the campaign. Children enjoying a Happy Meal at McDonald’s around the world will have a choice of 4 different bespoke Rubik’s Cube toys; including square 2×2 cubes and rectangular 3×2 cubes as well as rounded versions of these, with a total of 12 different toys to choose from. This 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 iconic Rubik’s Cube colours and trademark twist and turn mechanism.

Nicolas Loufrani, CEO at The Smiley Company, spoke about the deal saying, “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. 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.

With the Rubik’s brand extension program moving from strength to strength, this partnership with McDonald’s will allow us to realise our plans to take the brand to new consumers, with particular emphasis on engaging the brand with children aged from 3-8 years old, as our brand mission continues to focus on creating new toy partnerships for this age group,” he adds.

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 activations – this will ensure the Rubik’s legacy continues to be passed down through the family.”

To support the promotion’s launch there will be an exciting 360° marketing campaign, supported by a TV advertising featuring the Happy Meal mascot ‘HAPPY’ playing with a Rubik’s Cube in a 26 and 13 second spots. There will also be 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.

Additional marketing materials will include in-store POS, branded balloons, colouring sheets, wall stickers and window decals which will help amplify the Rubik’s brand identity throughout the promotion. With an influencers’ campaign to be activated in France to support the launch and other major marketing initiatives still to be confirmed in other territories, this 360-degree campaign is sure to put the Rubik’s Cube front of mind for a new generation of Cubers, encouraging them to PLAY SMART.

Subscribe to our newsletter

Read our last issue

Our Youtube Channel!