Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

McDonald's and Crocs have teamed up to release limited-edition clogs and sandals inspired by the iconic mascots Grimace, Birdie, and Hamburglar. As kidulting mania shows no signs of slowing, brands are tapping into the power of fashion as an engine to express nostalgic fandom.

Cult favorite character Grimace is making a return via McDonald's adult Happy Meal. The limited-edition nature of the meal appeals to the hype culture-fuelled clamor for something exclusive but also provides the comfort and fun people are turning to in times of uncertainty and instability.

McDonald's is looking to tap into the ever-growing anime audience by featuring its seasonal Chicken Tatsuta inOne Pieceepisodes. By tying into the existing lore of an imaginary world, it's demonstrating how brands can immerse themselves in fandoms to build real-world appeal.

McDonald’s has launched a fashion collaboration with Helsinki-based brand Vain. By offering a sense of hyper-locality and community and playing with the idea of being ‘in the know’, the partnership demonstrates how a brand with immense cultural capital can benefit from a niche connection.