Loki and McDonald's: A Deceptive Alliance with Unforeseen Consequences

Highlights

"Loki season 2 partners with McDonald's earnestly and nostalgically, offering a comforting place for Sylvie to find solace in her unconventional life."

McDonald's is enthusiastic about the partnership, recognizing the correlation between the Marvel fanbase and their brand. They highlight the significance of nostalgia.

Sylvie's future endeavors hint at a challenging journey, where Loki's time complications entangle him in the narrative, resulting in potentially uncomfortable situations and unresolved emotions.

Loki season 2 is taking a new direction by partnering with McDonald's, but the creators clarify that it was not meant to be at the expense of the fast food chain.

In the previous season, Loki (Tom Hiddleston) and his variant, Sylvie (Sophia Di Martino), were at odds regarding their approach to Kang (Jonathan Majors) and the Sacred Timeline. Sylvie killed Kang and disappeared into a time beyond Loki's reach. However, promotional materials suggest that viewers have an idea of where she ended up. In season 2, Sylvie will have a revamped look and seems to be working at McDonald's.

As surprising as this unexpected development may appear, creatives insisted that the collaboration between Loki season 2 and McDonald's had genuine intentions. "I had concerns that McDonald's would perceive our intentions as ironic or mocking," disclosed executive producer Kevin Wright in an interview with Fast Company. "However, our objective was to present a heartfelt narrative, a homage to nostalgia seen through the eyes of a character who can appreciate all the novelty and delight it offers."

Wright asserts that Sylvie's decision to work at McDonald's was not made lightly, as he explains the mindset of someone in her situation. In Loki, Sylvie's backstory reveals that she was taken out of her timeline at a young age and never experienced a normal childhood. Being a time fugitive for as long as she can remember, she sought solace and familiarity in the world's most famous fast food chain. McDonald's, on their end, eagerly embraced this partnership. With a preexisting agreement with Marvel, McDonald's saw the opportunity to merge the extraordinary world of Loki with their brand. Marketing officer Morgan Flatley indicated that the fanbase of the Marvel series would align well with McDonald's, and the idea of Sylvie finding comfort in something familiar resonated with her. Given the significance of nostalgia to the McDonald's brand, such a collaboration would be a logical choice.

Sylvie's story is unlikely to go smoothly for long. After dealing with the Kang the Conquerer variant, it is expected that Loki will come searching for Sylvie. The season 2 trailer suggests that Loki is experiencing issues with time slippage, and there is no one better equipped to understand this problem than Sylvie, who has spent her life hiding in the timelines. This is bound to create some awkward moments, particularly since Sylvie and Loki shared a confusing kiss before her betrayal. Emotions are sure to be a major issue when Loki season 2 premieres. Save the date: Loki season 2 will be available on Disney Plus starting October 6, 2023.

Source: Fast Company