The promotion comes about a year after McDonald’s partnered with streetwear brand Cactus Plant Flea Market on adult Happy Meals that included toys of Grimace, Birdie and the Hamburglar in the style of the streetwear brand. The meal, backed by strategy and marketing from Wieden+Kennedy New York proved to be a winner, selling out quickly and the toys fetching steep prices on secondary markets such as eBay.
W+K is also involved in the Frost meal. Commercials for the new meal will air on Dec. 11.
“With last year’s Cactus Plant Flea Market Box, we unlocked the childlike joy of opening a Happy Meal box for fans of all ages,” McDonald’s U.S. Chief Marketing and Customer Experience Officer Tariq Hassan said in a statement. “Fans told us they wanted to celebrate that quintessential childhood experience again.”
According to McDonald’s, Kerwin is a fan of the McNugget Buddies with the chain stating that he “found his McNugget Buddy collection to be a source of creative inspiration” while growing up in Harlem.
“I’ve loved McDonald’s since I was a kid. I even had my own Ronald McDonald doll that I brought to picture day at school, and it was my dream to collect all the McNugget Buddies,” Frost said in a statement. “Now, coming up with my own special set of Buddies – each one representing different aspects of self-expression – it's unreal, a dream come true.”
Frost has previously worked with Adidas, Beats by Dre and 7-Eleven.