The Strategy of Small Surprises

From blind boxes to plushies, collectibles offer F&B and hospitality brands playful ways to catch attention and build loyalty

Fast food taught us long ago that a meal feels just a little more magical when it comes with a toy—and that sentiment isn’t just for kids. McDonald’s proved the point when its 2022 Adult Happy Meal sold out nationwide in under two weeks, pulling in $80 million in sales. That frenzy wasn’t about burgers or fries—it was about surprise and nostalgia. And i…