Photo by Meghan Hessler on Unsplash
Squishmallows Take Over McDonald’s Happy Meals Nationwide
December 27, 2023
The toy industry has been disrupted since the launch of Squishmallows in 2017. By 2022, these small, plush toys rapidly climbed the ranks, becoming the best-selling toy globally, according to The NPD Group. Echoing the Beanie Baby frenzy of the ’90s, Squishmallows have now made their way into McDonald’s Happy Meals.
As of Dec. 26, McDonald’s across the U.S. has begun featuring Squishmallows in its Happy Meals. Tariq Hassan, McDonald’s USA’s chief marketing and customer experience officer, confirmed that the company aims to feature trendy items, and Squishmallows are currently leading the toy market.
“We’re all about connecting our fans to culture and Squishmallows are some of the hottest toys out there right now. This collaboration welcomes McDonald’s and Squishmallow fans alike to enjoy this one-of-a-kind experience with the first McDonald’s Squishmallows Squad.”
Tariq Hassan, McDonald’s USA chief marketing and customer experience officer, via Attractions Magazine
Investors interested in capitalizing on the Squishmallows trend might be surprised to learn that they are part of a publicly owned company. Squishmallows’ parent company, Jazwares, was acquired by Alleghany Corporation in 2016. In a further twist, Alleghany was itself purchased by Warren Buffett’s conglomerate, Berkshire Hathaway, in late 2022.
As a result, those looking to invest in the popular Squishmallows brand can do so indirectly by investing in Berkshire Hathaway, a conglomerate traditionally associated with more serious business sectors. Even though owning a trendy toy brand might seem out of character for Berkshire Hathaway, the company is known for its diverse investments across different sectors of the U.S. economy. The inclusion of a toy brand like Squishmallows simply adds to its eclectic portfolio.
The ensemble of Happy Meal toys accompanying each meal includes popular characters like Cam the Cat, Fifi the Fox, and Maui the Pineapple, as well as a new Grimace Squishmallow and an intriguing mystery character, available as long as supplies last. Tariq Hassan emphasized that the integration of Squishmallows, presently one of the most sought-after toys, adds a fresh dimension to the McDonald’s experience. This initiative marks the debut of the first-ever McDonald’s Squishmallows Squad.
What sets these Squishmallows Happy Meals apart is a touch of musical flair; each of the 12 characters dons either music notes or headphones, symbolizing a unique playlist from Universal Music Group. These exclusive tunes, reflecting the characters’ individual personalities, can be accessed by scanning a QR code on the Happy Meal box. The addition of this musical element makes the meal a more enthralling experience for all. With this collaboration underway, Squishmallows will only continue to rise in popularity.
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