McDonald’s bets on collectible nostalgia for FIFA World Cup 26

The strategy leans heavily into the psychology of completion. By offering a rotating series of cups—including local favorites like Christian Pulisic and brand mascot Grimace—the company encourages repeat visits without relying on traditional price discounts. This initiative draws direct inspiration from the popular Dream Team Cups of the 1990s, aiming to recreate that specific era of consumer engagement for a modern audience.

Beyond the cups, the campaign targets younger demographics through a partnership with Squishmallows, featuring 23 unique plushies bundled into Happy Meals. CMO Morgan Flatley stated the primary objective is to bring the atmosphere of the tournament to local neighborhoods rather than the stadiums themselves. By prioritizing limited-edition physical goods, McDonald's avoids the margin erosion often associated with promotional pricing while securing consistent customer loyalty throughout the event cycle.