If you need more proof that virtual reality is going wide, this should do it: McDonald’s is beginning the rollout of Happy Meal boxes that transform into VR headsets.
Wired reports that the launch begins this week in Sweden.
“On Friday, with help from ad agency DDB, McDonald’s Sweden will begin selling Happy Meals in boxes that transform into VR headsets. The program is called Happy Goggles, and it will make a limited run of 3,500 headsets available at 14 McDonald’s restaurants across northern Sweden,” Wired reports.
The move follows a VR initiative by one of the world’s other biggest brands, Coke. “In mid-February, Coca-Cola released a tutorial demonstrating how to make VR viewers out of old Coke boxes,” Wired notes.
The McDonald’s device differs from the original Google Cardboard template, but Wired reports that it works. “By tearing off eye and nose holes, folding up one-half of the box, and inserting lenses, you get a Cardboard-esque gadget in McDonald’s red,” the story reports. “Customers who buy one can access a link on their smartphone to retrieve the inaugural Happy Goggles VR game, a low fidelity animated skiing-racing game called ‘Se upp i backen,’ or, in English, ‘watch out on the slopes.’”