This is the latest promotional effort for McDonald’s as it tries to come out on top of the value wars, which also involve Taco Bell, Burger King, Wendy’s, Popeyes, and Dunkin’.

Additional features of this promotion include a McDonaldland.com website where fans can access a trip itinerary, souvenir shop, new lore surrounding the iconic characters and locations, and more. 

There is also a new 30-second TV commercial, created to take viewers on a journey into the magical world, as well as an experiential summer tour with McDonaldland showing up at four events: ThriftCon (Denver), Breakaway Music Festival (Grand Rapids, Mich., and Worcester, Mass.), Watkins Glen International, and the Daytona 500.

The brand will also launch a Fortnite takeover and a one-of-a-kind augmented reality experience on Snapchat.

McDonald’s is collaborating with clothing brand PacSun, offering fans the chance to grab T-shirts, hoodies, bucket hats, claw clips, and more beginning Aug. 12. The company is also partnering with lifestyle brand Away, and fans can receive complimentary luggage tags and bag charms with any purchase at Away retail locations beginning Aug. 18. 

Alyssa Buetikofer, who has been overseeing McDonald’s marketing efforts since January 2025, is steering the company through a turbulent time that saw its meal prices become unaffordable for many of its constituents.

To win back those customers, McDonald’s overhauled its value menu in January and has been showcasing special offerings featuring well-known personalities across its breakfast and full-day menus.

McDonald’s global sales in 2024 hit over $130 billion, with revenues up over $1 billion year-on-year.