McDonald’s is once again evoking nostalgia with its latest celebrity collaboration with Kerwin Frost, a Harlem artist and DJ known for his work in fashion and music. The collaboration is part of a reimagined rollout of McNugget Buddies beginning December 11th. McNugget Buddies were first introduced in 1988 as part of a limited-time Happy Meal promotion featuring 10 different adaptations of McNuggets characters in various costumes.
The company notes that the “Kerwin Frost Box” will launch in the U.S. and other select markets around the world, marking the first “unboxing” experience since the Cactus Plant Flea Market Box last year. The Cactus Plant Flea Market collaboration has been hugely successful for McDonald’s, driving a 37% year-on-year increase in footfall in the week it was launched.
With the addition of more global markets to this campaign – as part of the “One McDonald’s Way” strategy announced earlier this year – the company could well repeat this success. Similar to Cactus Plant Flea Market, Kerwin Frost first gained notoriety as part of the streetwear scene and is the founder of the Spaghetti Boys, a collective known for viral YouTube videos and streetwear collaborations.
“With last year’s Cactus Plant Flea Market Box, we opened up to fans of all ages the childlike joy of opening a Happy Meal box,” said Tariq Hassan, chief marketing and customer experience officer for McDonald’s USA, in a statement. “Fans told us they wanted to celebrate this quintessential childhood experience again. “So we’re excited to partner with Kerwin on this next release as he brings his own childhood memories of McDonald’s to life through reimagined McDonald’s characters, immersing our fans in the world of Frost Way.”
The Kerwin Frost Box contains the following redesigned McNugget Buddies:
- Kerwin Frost: The mayor of Frost Way is a true champion of the Buddies and encourages them to be themselves. In his free time, catch him adding art to his collection or fixing things around the neighborhood.
- Don Bernice: The Wise Stylist, a skilled fashion designer who creates all of the outfits for the Buddies in Frost Way while also giving stern advice (that’s always nice).
- Uptown Moe: The neighborhood hero, the no-nonsense, smart and supportive guy from Frost Way that everyone knows and loves. He also gives the best motivational speeches on a whim.
- Get rid of them: The curious optimist who grew up in Frost Way and was raised by the entire neighborhood. She spreads positivity wherever she goes and can turn any frown upside down with a wave of her wand and a crown.
- BRRRICK: The Cool Guy, the most adventurous pun-speaking sidekick in Frost Way, loves trying new things and techno music. He is reservedly nervous, but always cool under pressure.
- Darla: The Dreamer, a gentle yet peacefully confident singer who moved to Frost Way to pursue her dream of becoming a superstar as the lead singer of The Frostettos. When she’s not on stage, she runs the local McDonald’s in Frost Way – where she’s Employee of the Month every month.
“I have loved McDonald’s since I was a child. 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 to come up with my own special buddy set, each representing different aspects of self-expression, is unreal, a dream come true. McDonald’s has been a great partner from day one and has really allowed me to be creative without limits. I hope the Kerwin Frost Box reminds people to sharpen their creativity and not be afraid to show the world who they really are.”
In support of the collaboration, a McDonald’s x Kerwin Frost merchandise line will also be available on kerwinfrost.com starting December 11th, featuring items from the McNugget Buddy collection and vintage pieces from Frost’s archive. With the Fry Guy shoes there will also be a new shoe silhouette as seen on the Kerwin Frost McNugget Buddy.
Part of the proceeds from The Kerwin Frost Box will go to the Harlem Arts Alliance, a New York-based nonprofit organization that supports emerging and established artists.
Contact Alicia Kelso at [email protected]