The object changes status from a disposable toy for children to a cultural artifact for kidults. The environmental constraint did not make plastic disappear. It requalified it, placing it in an economy of nostalgia and collection, which is socially more acceptable.
The subtlety lies in the change in status of plastic toys: in the children’s menu, plastic had become a polluting waste to be banned; in the adult menu, it is celebrated as a collectible item. By rehabilitating plastic among parents, McDonald’s prepared the ground. Once plastic was “legitimized” by pop culture, it became easier to reintroduce it into the children’s menu. However, it was necessary to find a moral virtue for it.
In order to make this regression official, the choice of partner was crucial. In this context, the partnership with Playmobil may have acted as a shield. Unlike licensed toys from movies, series, or cartoons that may be discarded once the trend passes, Playmobil figures benefit from a sense of respectability.
These are durable toys that are passed down from generation to generation. The implicit argument is strong – it is not just plastic waste, but a playful heritage. In addition, the collection of ten wild animal figures is associated with nature conservation and protection of wildlife, enhancing the emotional and symbolic significance of the operation.
