Ronald McDonald, Content, and Nostalgia

The other day I went to McDonald's and got their new McDonaldland Adult Happy Meal. All of the packaging right now has McDonaldand art on it.  I am not sure if everyone knows the history of the McDonaldland characters. Ronald McDonald started in TV commercials in the 60s, McDonaldland commercials started in the 70s, the Happy Meals were big in the 80s and 90s,  So we are talking about a big part of the lives of members of the Gen X and Millennial generations.  

I had been thinking about McDonalds for a while now.  My son loves Happy Meals and Love McDonalds.  It has become the only only fast food he would eat.  The last Happy Meals toys were the Lil McDonalds toys.   These toys reminds me of the Playsckool McDonalds Playset.  When I was a little kid this was one of my favorite toys I never owned.  If I was ever at a friends house, doctors office, or school that had this.  I was always drawn right to it.  I have very distinct memories of being very happy to find one of these toys when visiting other people.  

McDonalds has been playing with Adult Happy Meals for some time.  The one that sticks out in my head is for Minecraft around the Minecraft movie release. Minecraft is fifteen years old.  Most of the people I saw ordering the Minecraft meal were high school and collage age.  This was nostalgia for kids who were playing Minecraft 10 years ago.  

 

Looking at the new McDonaldland Adult Happy Meal it really struck me how much this is playing for nostalgia.  The first thing I notice is that everything is included. You can find every possible McDonlandland character on this package.  Front or back they are all here.  The second style of the art on the package and postcard.  It is not the style of the actual, but an exaggeration version of the art style.  

All this got me thinking about Ronald McDonald.  Part of me thinks he is closer to Super Mario, Mickey Mouse, or Bugs Bunny than Tony the Tiger, The Burger King, or Mr Peanut.  Ronald McDonald is so present in 30 years of American History.  There is the Ronald McDonald House Charity.  There is so much Ronald McDonald content, commercials, books, comics, cartoons, and even a video game.

I am intrigued by Ronald McDonald being on a different level than other advertising mascots.  He has seem to break through to a level of lead cartoon figures.  There is something here that I can't quite put my finger on.  When I see Mickey Mouse, Super Mario and Bugs Bunny, I see pure nostalgia.  Anyone alive can look back at their interactions with the characters and see themself.  I guess that is what McDonlads is trying to sell with the McDonaldland Adult Happy Meal.  

More Viewing: History and Downfall of McDonaldland