In what might possibly be McDonald's most random promotional stunt since the introduction of kale, 14 McDonald's restaurants in Sweden will be selling Happy Meal boxes that turn into virtual reality goggles on the weekends of March 5 and March 12, Adweek reports. A video shows how kids will be able to manipulate the cardboard box into something vaguely resembling goggles, into which a smartphone (not included) is placed. They can then look through those goggles—VR lenses are included—at the smartphone and play a VR game app Mickey D's created: the ski-themed Slope Stars. The game can also be played "in a less immersive fashion" without the goggles, which are officially called Happy Goggles, or you can use any other "mobile VR experience" to play the game instead of pairing it with the Happy Meal box, Adweek notes.
If Happy Goggles are popular in Sweden, McDonald's might expand the program. So ... what's the point? Virtual reality offers "a really exciting opportunity to connect families in digital times," McDonald's Sweden's marketing director explains to Adweek. "Parents can learn more about their children's knowledge and experience of the digital world. And purposeful gaming can also be a great joint activity that helps families interact on equal terms." The move will almost certainly have its detractors, Adweek notes, and the Verge hilariously runs down the pros and cons. Samples: "Pro: More children would have access to virtual reality, potentially normalizing the format for a generation that may sculpt its future. Con: McDonald's boxes smell like stale french fries, and that smell could be transferred to your child's face." Happy Goggles will cost you $4.10, and that does include the Happy Meal food, Engadget reports.