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Grimace's Birthday was commissioned by Wieden+Kennedy on behalf of McDonald's and produced and directed by Brooklyn-based studio Krool Toys, founded by Tia Chinai and Stefan Cohen. [3] The game was released as a promotional tool to coincide with the release of the Grimace Shake and the limited-edition Grimace Birthday Meal.
Around the time of the June 2023 release, McDonald's paid Fandom to replace the Grimace page on the McDonald's Wiki with an advertisement promoting the Grimace Shake and other pieces of Grimace media, such as the video game. [27] Nathan Steinmetz, who wrote the original Grimace article, said that the move disrupted editorial independence. [28]
Grimace's "birthday", which is celebrated on June 12, has come and gone, but his milkshake still remains unseen. Last year, McDonald's introduced the Grimace Shake for the character's birthday.
Huin wrote that McDonald’s simply provided the tools for the public to play with by reintroducing Grimace, debuting the Grimace Shake and letting the character take over all the McDonald’s ...
On June 12, 2023, McDonald’s launched the vanilla and berry-flavored Grimace Birthday Shake with a rollout that depicted the voluptuous violet vamp in a bevy of birthday party scenes.
June 2023 saw McDonald's receive scrutiny for removing and replacing content on the fan-run McDonald's Wiki on Fandom with advertising. The company paid Fandom an undisclosed amount to temporarily replace the page about Grimace, which originally detailed the history of the character, into an advertisement promoting the chain's Grimace Shake ...
However, according to a release sent out by McDonald’s, he hails from Grimace Island and has a huge family, that includes his Grandma Winky, aunts Millie and Tillie and his Uncle O'Grimacey.
Social media users would make a video, prominently on TikTok, and wish Grimace a Happy Birthday, drink it, and give a brief review. During the review, the videos would cut to a dark scene with the milkshake spilled on ground and on body, users playing dead (sometimes coughing up the shake or becoming zombies) and scary music. [citation needed]