The latest contender into the burgeoning virtual reality space is one no one in their right minds expected, and that’s the McDonald’s Happy Meal.

Happy Goggles (we promise we’re not making this up) comes from McDonald’s Sweden as part of a limited time only promotion, and allows those buying a Happy Goggles Happy Meal to turn the Happy Meal box into a virtual reality headset, a la Google Cardboard, but with the smell of salty french fries instead.

To turn the Happy Meal into a virtual reality headset, users tear along perforated lines and fold the box, then insert the VR lenses (which are included) to complete setup; naturally, like Google Cardboard a smartphone (not included) must be inserted into the headset to complete the deal.

“It’s our mission to ensure that the World’s most famous box will continue to be magical and relevant to families for another 30 years,” McDonald’s Sweden says on the website promoting the headset. “The Happy Meal simply must move with the times. But evolution doesn’t always mean radical change. For us it meant a bit of ripping, folding and sliding. Meet Happy Goggles – a unique VR viewer made from an ordinary Happy Meal box. We believe the possibilities are endless.”

While the offer is currently only available in Sweden, according to reports McDonald’s hopes to roll out Happy Goggles internationally “soon,” meaning that where ever you live, you too might soon have access to the Happy Goggles.

Commoditization of VR

The move by McDonald’s to turn the Happy Meal into a VR headset shouldn’t come as a great surprise given as the technology continues to mature we are seeing the beginning of the commoditization of VR, best represented most recently by kids toy maker Mattel, Inc. launching its VR View-Master 2.0.

As a purely promotional gimmick the Happy Goggles has value, after all, it’s not very often you see serious tech sites writing about McDonald’s, but given the base setup, as inspired by Google Cardboard, is so simple and cheap to create, expect to see a lot more similar promotions along these lines.

Perhaps one day we’ll be asked at McDonald’s or similar chains such as Burger King and Wendy’s “would you like a VR headset with that?”

The Happy Goggles are available from 14 McDonald’s outlets in Sweden between  March 5 and March 12, and the price of the promotional Happy Meal (food and drink included) is approximately $4.10.

Image credit: McDonalds Sweden.