PlaybookScarcity & collectibles
Mechanic
Limited runs that turn a purchase into a keepsake.
Collectibles convert a promotion into an object people keep and display. Scarcity (limited editions, blind boxes, venue exclusives) gives a reason to act now.
It works when the item is worth keeping after the campaign ends; otherwise it is just packaging.
On the timelines
30 Jul – 30 Aug 2026 T−1
Digital, outdoor, cinema, retail and social activity around special packaging, running for a month.
INReported
Pulse Candy · Scarcity & collectibles
03 Aug 2026 T+3
A Gen Z meal with four collectible toys and a Happy Meal with twelve, in 80+ markets, plus loyalty-programme rewards.
EUROPEMENAGLOBALReported
McDonald's · tms · Scarcity & collectibles
The source is dated 17 Sep; 3 Aug is the launch date given in the sample.
09 Aug 2026 T+9
Apparel, lunchboxes, keychains, plush and themed FMCG packs, including Fevicol MR and ITC Sunfeast Fantastik.
INReported
Disney Consumer Products India · The Souled Store · Cello Kidzbee · Mirada · Fevicol MR · ITC Sunfeast Fantastik · Scarcity & collectibles
01 Sep 2026 T+32
A seven-style blind-box set from Hot Toys.
GLOBALReported
Hot Toys · Scarcity & collectibles