McDonald’s Sweden will launch Happy Meal promotional packaging that transforms into a virtual reality headset.

Called “Happy Goggles,” the limited edition box includes VR lenses designed to work with a smartphone. Children can turn the box into a headset by following a set of perforated lines and folds.

The Happy Goggles will be compatible with a ski-themed game called “Slope Stars.” The promotion coincides with the Swedish holiday Sportlov, during which many families take skiing trips.

DDB Stockholm created the strategy, design and packaging, and North Kingdom developed the game.
The promotion is similar to Pizza Hut’s “Blockbuster Box,” which includes a small lens that can project films from a smartphone.

According to Jeff Jackett, marketing director at McDonald’s Sweden, VR provides “a really exciting opportunity to connect families in digital times. Parents can learn more about their children’s knowledge and experience of the digital world. And purposeful gaming can also be a great joint activity that helps families interact on equal terms.”

Jackett said that the promotion may be expanded if this short initial run proves popular.
About 3,500 Happy Goggles boxes will be made available over the weekends of March 5 and March 12.

h/t: http://www.thedieline.com/blog/2016/2/29/happy-meal-virtual-reality-headset
http://www.adweek.com/adfreak/mcdonalds-now-making-happy-meal-boxes-turn-virtual-reality-headsets-169907