Grub Street has released a hilarious video of children reacting to McDonald’s new mascot ‘Happy.’ Despite its joyful moniker, this mascot is a little frightening.
In the video, kids were instructed to close their eyes. When they opened them, they were faced with the fearsome face of ‘Happy,’ the borderline demonic mascot. One kid screamed and covered her eyes, which pretty sums up the collective response of everyone — children and adults alike — who are unable to stomach happiness at such a high volume.
In perhaps the most laconic description of the mascot, one girl deadpans, "For a second it kind of makes me happy, and then for the other second it kind of creeps me out." Well said.
Jubliant Fast Food Mascots
These Kids are Unimpressed by McDonald’s New Mascot
Trend Themes
1. Childhood Marketing - Opportunity for companies to create relatable mascots for younger audiences
2. Humanoid Mascots - The creation of human-like mascots may not always be well received by audiences
3. Consumer Feedback - Importance of gathering feedback to gauge consumer reactions to company mascots
Industry Implications
1. Fast Food Industry - Fast food chains may consider rebranding or redesigning their mascots to appeal to younger audiences after surveying their response to Happy
2. Marketing Industry - Branding agencies working with fast food chains will need to pay close attention to children's responses to potential mascots and marketing campaigns
3. Entertainment Industry - Animated movies and TV shows for kids can learn from this and create characters that are less scary and more relatable for younger audiences