McDonald's Japan is paying homage to the country's speediest trains with the debut of new Shinkalion Happy Meal toys.
In Japan, the Shinkansen (or "bullet train") is a network of high-speed railways that can reach speeds of up to 320km/hour. Now, McDonald's is celebrating the country's world-renowned public transit with Happy Meal toys dedicated to Shinkalion. In total, there are six new Happy Meal toys and each one is dedicated to a unit from Shinkalion: Change the World (an anime franchise based on a toy collection by Takara Tomy and Japan Railways Group). Each toy is a little transformer that can be adjusted to create a train-based robot superhero.
The transforming Shinkansen toys will be rolled out of the course of two weekends at McDonald's locations in Japan, with the first installment coming May 17-23.
Transforming Bullet Train Toys
In Japan, McDonald’s Happy Meals Now Come with Shinkalion Toys
Trend Themes
1. Anime-inspired Collectibles - Anime franchises are expanding their reach by integrating with popular fast-food chains, creating exclusive collectibles that appeal to both children and collectors.
2. Transforming Toys - Toys that can change forms, such as from vehicles to robots, are capturing the imagination of young consumers and introducing dynamic play concepts.
3. Cultural Homage Merchandise - Businesses are tapping into national symbols and cultural icons to create merchandise that resonates deeply with local consumers.
Industry Implications
1. Fast-food - The fast-food industry is leveraging partnerships with entertainment franchises to enhance their Happy Meals, driving customer engagement and loyalty.
2. Toy Manufacturing - Toy manufacturers are continually innovating with multifunctional designs to captivate a tech-savvy, young audience.
3. Public Transit - Public transit branding is being revitalized through collaborations with various merchandise and marketing channels, boosting public interest and pride.