McDonald's debuts Happy Meal boxes that transform into VR goggles

McDonald’s Sweden will be selling Happy Meal boxes that can be transformed into virtual reality headsets.

McDonald’s new toy for kids isn’t in the box – it is the box.

To celebrate the 30th anniversary of the Happy Meal in Sweden, McDonald's Sweden has developed Happy Goggles. (McDonald's Sweden)

Happy Meals just got real.

McDonald's Sweden announced in a press release this week that its iconic childrens' meals will soon be coming with a side virtual reality – or rather, in Happy Meal boxes that can be transformed into VR headsets

The 'Happy Goggles,' as they're called, were developed to celebrate the 30th anniversary of the Happy Meal in Sweden, and are assembled by tearing a portion of the specially designed box into a foldable outer shell.

Virtual reality lenses, which are included in the meal, are inserted into the box.

"When combined with a smartphone, the Happy Goggles lower the threshold so that everybody can afford to experience VR," reads the burger giant's press release.

The company has also developed a ski-themed VR game to go along with the experience called "Se Upp I Backen," or "Watch out on the slopes." Endorsed by the Swedish National Ski Team, the game is set to launch March 5 on a Happy Goggles microsite.

The number of Happy Goggles available for distribution is limited. Over the weekends of March 5 and 12 only about 3,500 Happy Goggles will be made, according to Ad Weekly.

"We're trying to be a modern and progressive burger company," Jeff Jackett, marketing director of McDonald's in Sweden told Ad Weekly. "It's not a joke."

For now, the promotion is only taking place in Sweden, but that could change according to the company's website.

"Right now this initiative is being tested in Sweden - yes Sweden," the website reads. "We hope to be able to roll it out in your country soon. But if you'd like to get one and of course write many nice words about it please email media inquiries."

Regardless of where they live, nostalgia kicked in for many Twitter users after learning of the VR Happy Meal toy.

McDonald's isn't the only company that has used cardboard to get in on the virtual reality craze. The Happy Goggles are based on the same design as Alphabet Inc.'s Google Cardboard model that uses a smartphone as its screen.

Verizon Communications also used a similar approach to make Star Wars inspired cardboard goggles in November, just like Mattel redesigned its view-master binocular toy as a virtual-reality headset. 


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