Discovery is collaborating with global restaurant chain McDonald’s on new STEM-focused toys that will be available only through the brand’s Happy Meals. The line of 10 different robots, part of Discovery’s #Mindblown program, is targeted for ages six to 12 and aims to teach kids about science, technology, math and engineering principles, such as light, sound, coding and space.
Launching this month in select markets, roll out will continue in participating stores through 2020 in more than 80 countries. The physical toys come with collectible cards that feature more information, challenges or lessons, and integrated content on the McPlay and Happy Studios mobile apps.
Created by Discovery’s consumer products division and based on programming from Discovery and the Science Channel, #Mindblown debuted in 2018 with global toy partner Mechsource. The hashtag was originally created for on-air promotion but spawned a range of gender-neutral STEM products, including toys, games, apps, apparel and live events. In November, the #Mindblown grew when Discovery opened an immersive STEM toy shop within the FAO Schwarz flagship store in New York City.