McDonald’s has teamed up with San-X, the creators of the beloved Sumikko Gurashi characters, for a new Happy Meal promotion in Japan. This collection marks a new chapter in the fast-food giant’s history of collaborations with iconic Japanese character brands, including the well-known partnership with Sanrio and its global mascot, Hello Kitty.
While San-X is best known for Rilakkuma, an anthropomorphized teddy bear with a new anime series in the works, the Sumikko Gurashi characters have garnered a devoted fanbase of their own. The group includes Shirokuma, a shy polar bear who dislikes the cold; Penguin? a penguin struggling with an identity crisis; Neko, a socially anxious cat; Tokage, a dinosaur who pretends to be a lizard to avoid capture; and Tonkatsu, a piece of fried pork cutlet seeking to prove it is indeed edible.
These quirky characters will soon be featured as Happy Meal toys at McDonald’s in Japan starting December 13, 2024.
In line with McDonald’s Japan’s typical Happy Meal releases, the Sumikko Gurashi toys will be rolled out in three waves. The first wave, available from December 13 to December 26, will include Shirokuma, Penguin?, Neko, Tokage, and a secret character. These toys will take the form of hanging badge-type decorations that can be used as bag charms or Christmas tree ornaments. Each toy will also come with a detachable message card, allowing collectors to swap cards with others.
The second wave, running from December 27 to January 1, will feature character cases for Shirokuma, Tonkatsu, Neko, Tokage, and another secret character. Each case will open to reveal a card game, such as karuta or rock-paper-scissors. The final wave, available from January 10 until stocks last, will include all the toys from the previous two waves, along with the two mystery items.
As of now, McDonald’s has not confirmed whether these Sumikko Gurashi toys will be released internationally, though the brand has occasionally made some of its Japanese Happy Meal toys available in other markets. Notably, McDonald’s previously launched a Hello Kitty and Friends x Yu-Gi-Oh crossover in the U.S. in August, while other regions, such as Hong Kong and Taiwan, have hosted Happy Meal promotions featuring popular anime franchises like Dragon Ball and Hunter x Hunter.
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