Strategy September 09, 2020
Nugget-Shaped Body Pillows and Other Comfort Merch
The latest round of branded merchandise from fast-food companies includes adult onesies, chicken-scented candles and more.
If you’ve ever wanted your home to smell like a Panda Express or felt the urge to snuggle with a giant McNugget, then you’re in luck. The latest round of noteworthy merch from fast food restaurants includes a candle scented like honey sesame chicken and a body pillow in the shape of the MVP of the McDonald’s Happy Meal.
The super-sized nugget pillow is part of a collaboration between rapper Travis Scott, also known as Cactus Jack, and McDonald’s. From Sept. 8 to Oct. 4, the chain is offering a $6 Travis Scott meal at restaurants, consisting of the artist’s favorite fast food fare: a Quarter Pounder with cheese, bacon and lettuce, medium fries with BBQ dip and a Sprite. It’s the first time since 1992 that a celebrity’s name has graced the menu. (Basketball legend Michael Jordan was the last to receive the honor.)
To coincide with the meal promotion, Scott released a companion merch capsule that includes a wide array of apparel, from T-shirts, hoodies and denim shorts to a full basketball uniform. The collection includes a “Cactus Arches” rug, a lunch tray with “I’m Lovin’ It” scratched across the surface, a vintage-look towel and the aforementioned nugget body pillow (on sale for a cool $90).
Though the plush homage to lumpy comfort food has its detractors, many on Twitter declared the body pillow just the item needed to help them see through a tough 2020.
if you think im buying a $90 body pillow shaped like a mcdonalds chicken nugget ur absolutely right pic.twitter.com/jWjY2ElPeX
— seth (@wethsworld) September 9, 2020
Yep. I ordered it. Suck it, 2020. Cuddling up with this sucker whilst watching Hallmark holiday movies is how I end this caca year on a high note. https://t.co/zzLKSRomyJ
— Brekke Fletcher (@brekkefletch) September 9, 2020
Meanwhile, Panda Express launched an online swag shop that includes a fortune cookie onesie; an orange-yellow blazer adorned with panda head icons, hearts, honey and drumsticks; and a candle scented like the chain’s honey sesame chicken. There are T-shirts, mugs, face masks and tote bags in the collection as well. And, of course, an adult-size honey sesame chicken onesie.
Over the summer, 7-Eleven teamed up with fast fashion retailer Forever 21 for a 16-piece merch line that celebrates the Slurpee, Big Gulp and other convenience store staples. “During this time, it makes sense to create a capsule that’s about being cozy but stylish,” Joanna Choo, global creative director of Forever 21, said in a press release.
When it comes to fashion and other merch in the age of the coronavirus, comfort is key – and clearly, big brands have it covered.