McDonald’s is overcoming economic headwinds to recession-proof its brand through creative marketing centered on fan truths, brand collaborations with social currency, and a gamified loyalty program. At a time when hospitality is struggling, McDonald’s is shining and has managed to become cool again.

McDonald's is looking to tap into the ever-growing anime audience by featuring its seasonal Chicken Tatsuta in One Piece episodes. By tying into the existing lore of an imaginary world, it's demonstrating how brands can immerse themselves in fandoms to build real-world appeal.

The highly anticipated Barbie movie showcases how the iconic doll is permeating popular culture once again, capturing the hearts of Gen Z and Y. What’s behind the growing acceptance and celebration of these ‘kidults’ and how is Barbie helping them stay young at heart?