McDonald’s Sweden transforms the Happy Meal box into a Virtual Reality experience
To celebrate the 30th anniversary of the Happy Meal in Sweden, McDonald's Sweden has developed Happy Goggles. By re-folding the Happy Meal box, customers can create a pair of Virtual-Reality glasses which makes it possible to experience Virtual Reality with a smartphone.
McDonald's continually tests new ideas and, with Happy Goggles, Virtual Reality (VR) becomes available to everyone. Happy Goggles are a test designed to modernize the Happy Meal and provide a digital experience in addition to the physical toys usually found in the box.
Child psychologists Karl Eder and Fadi Lahdo, together with McDonald’s Sweden, have evaluated Happy Goggles and also presented a recommendation on to how they should be used.
- New generations are growing up in a in a world where smartphones and tablets are a part of our ordinary life. The VR goggles open the door to virtual worlds, which of course is very exciting. This step might come more natural for children than for adults. It creates an opportunity for adults to learn from the children’s knowledge and experience. The gaming can also be a good, joint activity that makes it easier to hang out - on equal terms, says Karl Eder and Fadi Lahdo, licensed psychologists.
The Happy Meal is one of the world's most iconic boxes. Ever since the Happy Meal came to Sweden in 1986, it has been a natural choice for families with children visiting McDonald's. McDonald's Sweden is first in the world to develop the Happy Meal box into Virtual Reality goggles and the idea came about, quite simply, by folding the usual Happy Meal box in a new way. The result, with the addition of a pair of lenses, turned into the VR Happy Goggles. When combined with a smartphone, the Happy Goggles lower the threshold so that everybody can afford to experience VR.
Together with the Happy Goggles McDonald's is also launching a VR skiing game "Slope Stars", a 360° ski experience allowing the user to open the doors to a world of fantasy, fun and how to stay safe in the ski slopes. The game is endorsed by the Swedish National Ski Team.
- We want to continue being the best family restaurant in Sweden. The Happy Meal is one of our most loved menus and therefore an appropriate platform for reaching out to our family customers through experiences that focus on play and learning. We believe that many people will enjoy the fun skiing game with the new Happy Goggles, says Jeff Jackett, Marketing Director at McDonald's Sweden. On March 5th and March 12th, a limited edition of Happy Goggles will made be available at selected restaurants in Sweden. For more information, please visit: www.happygoggles.se/en
Press pictures
Images and film for downloading are available on Flickr
For more information, please contact:
Press Office at McDonald’s Sweden, 46 8 740 85 05, media@se.mcd.com
About McDonald's in Sweden
With around 220 restaurants from north to south, McDonald's is the leading restaurant in Sweden. Over 92 percent of the restaurants are owned and operated locally by self-employed. McDonald's in Sweden has about 12 000 employees and is the largest private employers of young people. We have a broad menu of more than 400 different meal combinations and serves only food of the highest quality with fast and friendly service in clean, modern restaurants. We are cooperating with LRF, Federation of Swedish Farmers and 1000 Swedish farmers. Read more on www.mcdonalds.se or follow us on Twitter, Facebook and Instagram.
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