(WBBM NEWSRADIO) – Fast-food giant McDonald’s is trying to get mileage out of branded shoes – more specifically, a new line of Crocs.
The Chicago-based restaurant chain this week announced a limited-edition collaboration with Crocs, makers of those ubiquitous foam clogs. Consumers will have their pick of four types of Crocs, plus matching socks and Jibbitz charms to adorn their kicks.
The McDonald’s characters selected for three of the specialty Crocs are Grimace, Birdie and Hamburglar; the fourth design is the “Classic Clog,” a broader pastiche of the company’s red and yellow branding and iconic Golden Arches.
“It is a nostalgia play. It’s also a scarcity play: These are going to be hot when you have demand in product,” RJ Hottovy, head of analytical research at Chicago foot-traffic analysis firm Placer.AI, told the Noon Business Hour on Tuesday. “The end goal is creating buzz for your brand.”
He said the mashup will likely be a win-win for both companies and their respective loyalists.
“It’s been a year of interesting partnerships. You had ‘Barbie’ and ‘Oppenheimer’ being one of many. Wouldn’t be surprised if you see more unique partnerships like this start to pop up in the year ahead,” Hottovy said.
The Crocs themselves will sell for around $75 a pair. McDonald’s said it will offer additional support for its Ronald McDonald House Charities as part of the campaign.
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