McDonald’s Takes Next Step in Branded Merch With Retail Apparel Line

Brendan Menapace

At this point, can we say that McDonald’s is just as much an e-commerce apparel brand as it is a fast food restaurant? We’ve been talking about their celebrity meal campaigns more than we’ve talked about any menu item.

Now the House of Ron is venturing even further into the branded merchandise world by releasing an apparel and accessories collection with retailer BoxLunch. BoxLunch said that for every $10 in McDonald’s merch sold in stores or online it will donate a meal through Feeding America.

“As a brand serving tens of thousands of communities around the world, we’re always focused on living our purpose of feeding and fostering the communities we operate in,” Jennifer DelVecchio, senior director of strategic alliances at McDonald’s, said in a press release, according to People. “That’s why we’re especially proud to partner with BoxLunch and bring to life a new collection of apparel and accessories inspired by fan-favorite menu items and McDonald’s characters—connecting fandom for our iconic brand with BoxLunch’s food donations for those who need it most.”

The initial launch includes T-shirts, button-down shirts, hats, sweatshirts, backpacks and a Funko Pop! toy of the Clown Prince himself.

Some of the designs play on the “I’m lovin’ it” slogan, while others make use classic mascots like Grimace and the Hamburglar. (The Hamburglar also has his own enamel pin.) There are all-over prints, retro designs, sleeve printing and more.

Creating branded merchandise for a business is nothing new, and partnering with charities to donate some of the proceeds is also common. But the sheer volume of collaborations McDonald’s has been putting together is noteworthy. And, as a leader in its space, most likely means that its competition will follow into these kinds of ventures just like they did for certain design elements on promotional apparel and including celebrities in campaigns.

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