McDonald's China unleashed a wave of excitement with the debut of its McTalkie toy
McDonald's McTalkie Toy Sparks Frenzy in China
In a bold move, McDonald's China has released a limited-edition McTalkie toy, resembling McNuggets and fries, priced at RMB 38 (USD 5.2). The toy, equipped with a chip believed to be the Broadcom BK4802, was released on May 22 and sold out within an hour.
The McTalkie toy's popularity has been on the rise, with some listings appearing on Goofish, an e-commerce platform for secondhand goods, at prices ranging from RMB 39-70 (USD 5.3-9.6). However, scalpers have been reselling the toy for up to RMB 300 (USD 41.3), nearly a tenfold increase from the original price.
The idea for the production of the McTalkie toy was led by McDonald's China in collaboration with local designers. The toy's transmission range outperformed a RMB 299 (USD 41.2) Disney walkie-talkie, boosting the toy and brand's popularity.
McDonald's entry into the Chinese market in 1990 marked the launch of the first Happy Meal toys the same year. Since then, the fast food giant has extended beyond commercial strategies to explain or influence contemporary culture. Last Children's Day, McDonald's released a Tetris game console shaped like a McNugget, which also sold out immediately.
McDonald's is historically known for its recognizable logo, offering a sense of familiarity and consistency. The brand is often perceived as more than just a fast food restaurant, but also a pop culture machine in China.
In 2019, McDonald's sold about 35 million Happy Meals in China, with demand fueled by the launch of toys themed after various IPs such as Disney, Hello Kitty, Pokemon, and more. This year, McDonald's launched a series of activities for Children's Day in China, focusing on its McNuggets.
Sociologist George Ritzer used McDonald's business as a model to analyze the general process of rationalization in modern society, introducing the concept of McDonaldization. The McTalkie toy's success is a testament to this, as it represents a blend of consumerism, technology, and popular culture.
International artist Sam Cox has even created graffiti-style paintings featuring McNuggets and the brand's iconic characters, further cementing McDonald's place in Chinese pop culture. On May 29, McDonald's restocked 200,000 more sets of the McTalkie toy to meet the overwhelming demand.
As the McTalkie toy continues to make headlines, it's clear that McDonald's has once again proven its prowess as a cultural powerhouse in China.
