We've said it before and we'll say it again, McDonald's is on the cutting edge of using branded merchandise to expand its reach beyond its restaurant doors. We've seen some stellar artist collaborations from Maccas in 2021 but they've decided to go one further by working with retailer Boxlunch to create some fashionable new swag for everyday purchase in the US. Learn more about this new partnership and its related merchandise below.

1. McDonald's + Boxlunch collaborate on merchandise.
2. Target youth with trendy designs.
3. Tap nostalgia for emotional connections.

Boxlunch x McDonald's Collab

Boxlunch aren't new to the world of collaboration, having produced merchandise for big names like Disney, Harry Potter, Rick & Morty, and a variety of anime series (like Demon Slayer and Sailor Moon) in the past. In fact, while there's some original designs in their store, Boxlunch is probably better known for selling these pieces of co-branded swag.

Now McDonald's has joined with the retailer to add its own unique merchandise to a growing list of fun, retro-inspired products in the Boxlunch range. What is important to note is that, although the items being sold feature heavy McDonald's branding, they slot neatly in alongside existing Marvel branded t-shirts and Harry Potter promotional backpacks.

Keeping the Target Market in Mind

Unlike the general McDonald's webstore, which focuses on a broad range of merchandise for all ages, the Boxlunch range of promotional items is targeted at Boxlunch's normal customer base; young people. By focusing on what those in their teens and early twenties appreciate in branding and fashion, McDonald's and Boxlunch have made Maccas merchandise that is perfect for youthful purchasers.

What this means in practice a mix of funky retro-looking custom bags  and some diverse logo printed sweaters and custom tees, all featuring McDonald's branding that puts a keen modern spin on older designs (like those of Ronald McDonald and the old "I'm lovin' it" slogan).

While obviously a collaboration of this size isn't possible for all businesses, there are lessons from this smart brand collaboration that can be applied no matter what you do. If you know the type of recipient/client you're trying to appeal to you can create merchandise that really speaks to them. The designs we see in this range work for the intended customers because they draw on nostalgic iconography and blend it with simple, modern, and stylish items.

Tapping into Nostalgia

Nostalgia marketing has become increasingly popular, as it allows brands to evoke positive emotions and memories associated with certain eras or icons. Here's how McDonald's and Boxlunch tapped into nostalgia:

• Retro Design Elements: The merchandise incorporates retro design elements, such as vintage McDonald's logos and iconic characters like Ronald McDonald, which resonate with customers who have fond memories of the brand from their childhood.
• Nostalgic References: The collaboration cleverly references McDonald's memorable slogans and catchphrases, like the timeless "I'm lovin' it" to create a sense of familiarity and nostalgia.
• Blending Old and New: The designs strike a balance between nostalgia and contemporary style, appealing to both older fans seeking a touch of nostalgia and younger audiences drawn to trendy and fashionable items.
• Connecting Generations: By incorporating nostalgic elements, the collaboration bridges the generation gap, enabling parents to reminisce while introducing their children to the brand's history, fostering an emotional connection between the generations.

Takeaway

In conclusion, the collaboration between McDonald's and Boxlunch to create branded merchandise is a smart move that taps into nostalgia and appeals to young customers. By blending modern and retro design elements, incorporating iconic characters and slogans, and creating trendy and fashionable items, the collaboration bridges the generation gap and fosters an emotional connection between different age groups. It's a great example of how brands can use smart collaborations and nostalgia marketing to create merchandise that really speaks to their target market. So next time you're looking for some cool and nostalgic apparel, keep an eye out for the Boxlunch x McDonald's collab!

If you'd like to learn more about how to get your brand noticed then speak with the Cubic Promote customer care team for ideas and guidance about merchandise that's custom decorated for your business.

Details first spotted here: https://www.nrn.com/quick-service/mcdonald-s-unveils-new-line-fan-merchandise