The brand unveils ecommerce shop that sells branded goods year-round and brings brand identity to life in playful ways.
Christmas jumpers, notepads, umbrellas and other items show the Golden Arches having more fun with their imagery. Leading up to the holidays, McDonald’s offers their customers a permanent place online called the Golden Arches Unlimited to shop its branded goods.
McDonald’s had a hit on its hands when it quickly sold out of merchandise, such as umbrellas that look like sesame-seed buns and t-shirts that mimic red Happy Meal boxes. Of course, that was at a company convention, where employees, operators and suppliers gather every two years to hear what’s new at the world’s largest restaurant chain.
In fits and starts since the 1980s, McDonald’s has historically offered merchandise in partnership with fashion brands, the company said. In 2017, the fast-food chain unveiled a limited-time-only line of products via the McDelivery Collection.
Colin Mitchell, Senior VP of the brand’s Global Marketing commented in a statement,
McDonald’s has been ingrained in the fabric of culture for years, and there’s a long history of fans wearing our brand with pride. We’re excited to help customers wear their brand love on their sleeves with the unveiling of Golden Arches Unlimited as we continue to inspire feel good moments with McDonald’s.
The company hopes for their customers to share images of their items on Instagram and tell friends about them. McDonald’s has partnered with other brands and retailers since the 1980s to sell items and even gave away some with delivery orders to promote its McDelivery in recent years. But this is the biggest step the chain has taken to offer fans the chance to be walking billboards. McDonald’s took some time to get its visual identity in place globally before diving deeper into the merch pool. Its makeover process with design firm Turner Duckworth began in 2017.
Some of the items are being sold at the updated McDonald’s at 600 N. Clark in Chicago. For now, it’s the only store in the chain getting the merch. “That’s something we hope to scale,” said Mitchell.