For a time, Roku City was a seemingly pure escape. The infinitely scrolling screensaver filling millions of televisions with a purple cityscape populated with familiar characters was a place where you could leave the rest of the world behind. And then the Grimace arrived.
Everyone who streams using a Roku device knows the familiar skyline of Roku City. The New York Times even proposed we all move there. We all understand the curious sensation of watching our TVs without really watching TV. The recognizable silhouettes — although legally distinct from any trademarked IP — allowed us to find Easter eggs of characters we love — not properties we love. It was soothing yet it drew you in. Then the Grimace showed up.
As you may or may not be aware, McDonald’s has been celebrating the Grimace’s birthday. This included a special limited-edition purple milkshake that TikTokkers have memed into horror territory. This was not what McDonald’s intended.
“Our fans have amazing childhood memories of their birthdays at McDonald’s… and Grimace’s birthday is all about paying homage to the amazing, fun moments we all share,” said Tariq Hassan, chief marketing and customer experience officer at McDonald’s USA, per a press release. “We’re excited to put a modern spin on these memories to continue to drive McDonald’s relevance with a new generation. Grimace is the perfect lovable icon to have McDonald’s meet our fans at the intersection of nostalgia and culture.”
So basically McDonald’s sought to co-opt your childhood memories using a familiar purple monster. Speaking of, how long until we get a Barney the Dinosaur movie for adults? Oh, it’s coming and will be “leaning into millennial angst.” Shit. That’s their takeaway from people’s interest in the Barbie movie!?
Anyway, another aspect of McDonald’s marketing for the big Grimace birthday bash was to place a McDonald’s restaurant in Roku City. Inside we can see the Grimace celebrating its birthday with his signature purple shake and McDonaldland’s own Birdie the Early Bird. She was introduced by the company as a mascot to promote breakfast items. Think of her as the spiritual antithesis of Mac Tonight.
There was something a bit unseemly about seeing a McDonald’s in Roku City. I’m not religious, but it seems akin to finding a Starbucks in a mega church. The former only serves to emphasize the pre-existing problems of the latter.
For the Grimace’s birthday in Roku City, it was the cheapness with which nostalgia is utilized for profit. The laziness with which our memories are recycled. And the understanding that your fondest moments can be repackaged and sold back as a product in the most subtle and invasive fashion.
And no. I haven’t seen The Flash.
And no. Nothing can kill the Grimace.
