KFC launched a four-piece collection of tom and jerry to awaken nostalgia among those who grew up with this cartoon and, at the same time, bring new generations closer to its iconic characters.

According to Statista data, the global market for promotional toys linked to fast foods exceeds 20 billion dollars annually.

Now, companies like McDonald’s have shown that toys can increase average consumption by up to 15% during active campaigns, according to QSR Magazine.

READ ALSO: Spotify stops being a music app: Bet on AI, video and audiobooks to dominate digital audio

KFC Collectibles: Immediate Traffic and Repurchase

KFC’s campaign is based on a simple rule, which is to complete the collection with four pieces, which implies at least four visits or more consumption in a single purchase.

The model is not new, but it is more aggressive as in South Korea, where the phenomenon of collectibles linked to entertainment, similar to what is described here as “K-Pop Demon Hunters”, has demonstrated the ability to generate queues and stockouts in hours.

According to Nielsen, 60% of young consumers (Gen Z) are willing to buy a product if it includes an exclusive or limited item.

In Mexico, the Mexican Franchise Association indicates that the fast food sector maintains growth of between 6% and 8% annually, driven by promotions and temporary products. Collectibles fall into that logic that not only sell food but also sell experience.

The role of nostalgia as a driver of consumption

Choosing Tom and Jerry is no coincidence, since these characters connect with several generations. According to Warner Bros.the franchise continues to have a presence in more than 100 countries and maintains active consumption on digital platforms.

A Deloitte study indicates that 47% of millennial consumers respond positively to products linked to content from their childhood.

Additionally, collectibles function as content on platforms such as TikTok and Instagram that amplify reach without additional investment. “Unboxing” videos or complete collections can exceed thousands of views in a few hours, which extends the life of the campaign beyond the point of sale.

👉 Follow us on Google

Competition for attention: from fast food to entertainment

The true competitor is not another chain, it is the consumer’s time. KFC competes against platforms, video games and cultural phenomena that dominate the digital conversation.

This is where the parallel comes in with K-pop type strategies: limited releases, collection narrative and feeling of scarcity. According to PwC, spending on entertainment and media will continue to grow at an annual rate of more than 5% until 2027, forcing consumer brands to integrate into that ecosystem.

Collectibles are a cheap way to do it, since they do not require complex technological development, but they do require precise logistical execution to avoid shortages or overinventory.

A proven model: the McDonald’s and BTS case

A clear precedent is the collaboration between McDonald’s and BTS in 2021. The campaign generated double-digit increases in sales in key markets and caused product shortages in countries such as Indonesia.

In addition, the content on networks exceeded millions of interactions, according to reports from Business Insider.

That is the standard that campaigns like KFC’s with Tom and Jerry seek to replicate today: turning an everyday purchase into a collectible experience that forces the consumer to return.

READ ALSO: Starbucks launches Toy Story 5 umbrellas with limited edition and restricted purchase: Will they arrive in Mexico?

⇒ SUBSCRIBE TO OUR CONTENT ON GOOGLE NEWS