While we haven't yet confirmed with Discovery News' worldwide network of apocalypse mythology scholars, we're pretty sure this is some sort of End Times omen:
Fast food juggernaut McDonald's is rolling out a pilot program in Sweden that turns Happy Meal boxes into virtual reality goggles. With a few flips and folds, kids can transform the box into a smartphone holder, which provides a kinda-sorta VR experience similar to Google Cardboard.
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McDonald's provides the VR game app, too. This first iteration of the marketing initiative - called Happy Goggles - is themed around the Swedish holiday known as Sportlov, in which families traditionally head out on skiing trips. McDonald's game has kids racing down a virtual ski slopes, slaloming around by way of the smartphone's internal motion detectors.
The game is called "Se Upp I Backen," which translated in English to "Watch Out on the Slopes." McDonald's officials report that the game has been officially endorsed by the Swedish alpine ski team. These guys think of everything.
The box itself houses everything needed to create the Happy Goggles. Just tear along the perforated lines and insert the included plastic VR lenses. You'll need to bring your own smartphone, but surely its only a matter of time until those become disposable as well.
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Adweek reports that the Happy Goggles project is the latest in a series of curveball McDonald's marketing gambits, including a previous Swedish campaign featuring Big Mac thermal underwear. For realsies.
From McDonald's official Happy Goggles website: "It's our mission to ensure that the world's most famous box will continue to be magical and relevant to families for another 30 years. The Happy Meal simply must move with the times."
On the off-chance that you're lovin' it, here's a demo video of the Happy Goggles in action: