Hungry for McDonald's...Merch?

Who’s hungry for McDonald’s? Merchandise, of course. What else would we be talking about?

Here’s the, uhhh, skinny.

Today, Mickey D’s announced the launch of its official apparel store — Golden Arches Unlimited. The site was apparently born out of a mad rush from McDonald’s own employees for branded gear provided following a recent company convention. Inspiration then struck. “We should make this available for everyone!”

The Golden Arches Unlimited site is the most prominent public presence of a brand marketing effort that includes an in-restaurant pilot store at a flagship Chicago-based McDonald’s. The complete line includes “more than 20 items…from casual apparel to festive accessories.” You can peruse a more detailed rundown here — and, below, a peek at featured $20 fry socks.

Fry socks from Golden Arches Unlimited

So, what’s our take?

Meh.

More people as living, breathing brand ambassadors makes sense. Of course, McDonald’s isn’t the first to do branded apparel. It won’t be the last. Taco Bell, KFC and others have done so in more memorable fashion. But, still, I get it. It’s fun. McDonald’s is an iconic brand. I am typically a sucker for throw-backy-kind-of brand gear. Only, this really isn’t that.

It also declares that it’s “exclusively for fans.” Sure, I guess. And, of course, it’s “limited time” and “until supplies last.” Oh yes, and all appropriately timed for the holiday season. The press release even includes the requisite quote about the brand’s cultural relevance.

It just all lacks that flat top sizzle for me. At first, when I noticed home page mention that the Golden Arches Unlimited “supports RHMC and we hope you will too,” I thought all proceeds would benefit the Ronald McDonald House Charity. If that was the case, I’m in! Yay! Good, easy and meaningful. Who doesn’t love seeded socks for a good cause? Perhaps I’d even share the site link.

Yet, that doesn’t seem to be the case either (honestly, I’m not sure what ‘supports’ means ). Maybe there’s a unique designer? An unexpected partner? A crowd-sourced element? Some new user experience? A hidden release of a new menu item? Nah? OK.

So, McDonald’s is selling gear. It features McDonald’s food as inspiration. It makes more money for brand. Nothing wrong with that. But nothing super-special either.

What, you want fries with that? Thank you, next.