From fry holders to keyrings, burger brands battle for fans with limited-edition goods
IP collaborations drive brand loyalty while generating buzz and revenue
Scarcity fuels demand as consumers chase exclusive drops
![McDonald's fry holder set, released Wednesday, sold out almost immediately. [McDonald's Instagram]](https://wimg.heraldcorp.com/news/cms/2026/08/31/news-p.v1.20260831.52678d2efeb54af2b9176aef02dec86c_P1.png)
"The fry holder set is sold out."
That was the first thing callers heard when they rang McDonald's Yangpyeong SK drive-through location on Sunday — the outlet had placed the sold-out notice at the top of its recorded message after a flood of customer inquiries.
The fry holder set, which McDonald's launched Wednesday, sold out almost immediately, far exceeding expectations. The product pairs a Big Mac meal with a dedicated holder that clips onto a car's cup holder to keep fries upright. It was sold exclusively at drive-through locations for 11,500 won ($8).
Resale prices shot up just as fast. Unopened sets were listed for 40,000 won on the secondhand platform Bunjang. Social media filled with posts from customers driving between multiple locations in search of the item — and even one person who made the trip by bicycle, since the product is only available at drive-through stores.
The fry holder brought McDonald's back into the spotlight, but the chain has long been the burger industry's merchandise leader. Its Happy Meal toys for children are the most familiar example. Through intellectual property collaborations, it is also pulling in adult consumers.
Most recently, McDonald's unveiled a Spider-Man bag-shaped keyring timed to the opening of "Spider-Man: Brand New Day." Merchandise tied to "SpongeBob SquarePants" drew consumer attention even before it officially launched.
Rival brands have joined the merchandise race. Burger King, which is opening a flagship store called Flame Ground in Seongdong-gu, Seoul, has prepared its own lineup — a pouch inspired by a burger patty, a Flame character keyring, a coaster set that stacks Whopper ingredients one by one, stickers and cold cups.
Mom's Touch has teamed up with "Demon Slayer: Kimetsu no Yaiba," offering character keyrings and acrylic stands. Its "Infinite Company" squishy ball and keycap keyring, released last month, sold out early at some locations. Lotteria is continuing its own IP collaborations, including tie-ins with "Pokémon" and "Taekwon V."
The reasons burger brands are pouring energy into merchandise are straightforward. Goods create a new revenue stream while generating organic promotion as customers share their finds on social media. Limited quantities add an urgency that drives purchases on their own.
At a press event for the Burger King Flame Ground flagship store on Wednesday, Burger King Korea CEO Lee Dong-hyung said the merchandise could help attract more foreign tourists to the location.
Intensifying competition has also played a role. As more consumers turn to burgers as a relatively affordable meal amid high inflation, brands are reaching beyond their menus to differentiated strategies like merchandise to stand out.
"Consumers respond more actively to events like merchandise giveaways than to traditional advertising, so the marketing payoff for brands is significant," said Lee Eun-hee, a professor of consumer science at Inha University. "The competition to capture consumer attention through merchandise will only grow more intense going forward."
siuu@heraldcorp.com
