The Smiley Company signs Rubik’s Cube promo with McDonald’s

In a new triple-threat licensing partnership, The Smiley Company has secured a deal for SmileyWorld-branded Rubik’s Cube toys to feature in an upcoming McDonald’s Happy Meal promotion.

The deal was brokered by The Marketing Store and will see the promotion launch this April in McDonald’s restaurants across France for five weeks through to May, before rolling out to addition territories throughout 2019.

The promotion will aim to encourage kids to ‘play smart’ and will feature a choice of five different SmileyWorld and Rubik’s Cube toys in French Happy Meals, including square 2×2 cubes and rectangular 3×2 cubes. The curated Rubik puzzles will feature icons from the SmileyWorld library. Some puzzles will feature larger icons, allowing kids to mix and match faces to create new expressions.

Lori Heiss-Tiplady, VP brand strategy at The Smiley Company, said: “The Smiley Company is extremely happy to bring together Rubik’s and SmileyWorld in this exciting new McDonald’s Happy Meal promotion which combines the smartest brand in the world with the happiest brand in the world for the first time.

We have worked closely with The Marketing Store and the team at McDonald’s France to create a range of toys and supporting materials which will encourage kids to Think Outside the Cube. From the SmileyWorld-branded Rubik’s Cubes which enable kids to mix and match icons to the unique Rubik’s Cube-shaped Happy Meal box; and from the fun TV ads to the How to Solve tutorial videos, every aspect of the promotion has been created with careful attention to detail.”

What’s more, the Happy Meal Box will also be transformed from its traditional tented “house” design into a Cube shape to mirror the Rubik’s Cube, and decorated with SmileyWorld icons for the duration of the campaign.

To support the promotion’s launch there will be an exciting 360° marketing campaign, supported by a TVC featuring the Happy Meal mascot ‘HAPPY’ playing with SmileyWorld x Rubik’s toys. Short video tutorials will also feature on social channels to help kids solve the bespoke Happy Meal SmileyWorld x Rubik’s Cubes, and a McDonald’s Happy Studio app takeover.

Additional marketing materials will include in-store POS, wall stickers and window decals which will help amplify the Rubik’s brand identity throughout the promotion. This 360-degree campaign is sure to put the Rubik’s Cube front of mind for a new generation of fans of the Cube, encouraging them to ‘play smart’.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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