McDonald’s

“From buzzy fashion ranges to one-of-a-kind collaborations, every launch is sure to resonate with global audiences in a way that only McDonald’s can,” said Ricky Yoselevitz, Senior Vice President of Licensing at IMG.

The range is inspired by the fast food brand’s roster of characters, including Grimace, Birdie and the Hamburglar.

The collaboration forms part of this year’s McHappy Day initiative, with sales supporting Ronald McDonald House Charities Canada.

“We’re working closely with suppliers, families, play experts and engineers to introduce more sustainable, innovative designs and help drive demand for recycled materials,” said McDonald’s Chief Sustainability Officer Jenny McColloch.

Designer and Creative Consultant Emma Horton looks at how the fast-food titan is attacking the licensing space from many different angles.