Not a bonus, but a "trial version." — The potential I felt in Happy Meal picture books and 100-yen note articles

"McDonald's Happy Meals are all about the toys, right?"

Honestly, that's what I thought. But one day, when I was ordering, I noticed something.
It said, "You can also choose a picture book or an illustrated reference book."

When I asked my son, he immediately replied, "I want the dinosaur book!"

What we were handed was a palm-sized mini reference book.
It was based on Shogakukan's full-scale reference books, and the photos and explanations were solid.
Of course, the volume was small, butevery piece of information was "the real deal".

A small path to obsession, starting from a trial version

And the other day, when I ordered a Happy Meal again, this time it came with a "sticker book."

There were three pages in total where you could stick the stickers.
Pegasus, Tyrannosaurus, and a picture of an amusement park.

My dinosaur-loving son opened the T-Rex page without hesitation.

True to an educational picture book, it wasn't just about sticking them on.

It was designed so that you had to place the corresponding numbered sticker into the space with the specified number.

My 5-year-old son, who had just started learning numbers, focused and stuck them on one by one, confirming, "This is a 5," and "This is a 1 and a 3."

He usually gets bored quickly, but dinosaurs seem to be the exception.
He worked on it in several sittings, even getting his grandpa involved, and finished it beautifully by the evening.

After sticking on nearly 40 stickers, he showed me a satisfied face, saying, "I did it!"


It seems that this, too,has a full-scale version sold in stores, and this is positioned as a "trial version."

And I—without hesitation—chose that "book" as my son's birthday present.

Could note's 100-yen articles be the same thing as this?

I felt like I had seen this pattern somewhere before.

Yes,note's "100-yen articles."

The quality of the content is the same as a paid article.
But the volume is small, and the theme is narrowed down to just one.

From a reader's perspective, when they think, 'I'm interested in this writer, but 500 yen is a high hurdle to jump right away,'
a 100-yen article becomes the perfect 'gateway.'

The serious design behind the 'bonus' and the 'low price'

If they try it out and think, 'Oh, this is good,'
then it leads to longer articles, memberships, and paid magazines.

If McDonald's illustrated books and picture books are gateways to 'future book lovers' disguised as 'bonuses,'
perhaps 100-yen note articles are the first step toward 'trust' disguised as a 'low price.'

Even if it ignores profitability, 'give first.' I finally understood a little of what that means.

Honestly, considering the quality of those sticker books, I don't think they are profitable at the Happy Meal price.

The same goes for the illustrated books and picture books.
When you think about it normally, releasing this much content based on Shogakukan's full-scale series at this price feels like it would be a loss.

But perhaps that's fine.
First, 'get them to pick it up.'
First, 'get them to like it.'.

In that way, I felt it was designed with a 'spirit of giving'.

It's often said on note, too.
'First, give without holding back.'
But that's not as easy as it sounds.

Because it's writing I spent my own time on, I end up hesitating, wondering, 'Is it okay to release this for free?'

But this time, by actually being on the 'receiving end' of the 'give' with the McDonald's sticker book, I feel like I finally understand it a little.
'So this is what it means not to hold back.'

Even from just 100 yen, the thought 'I want to read more' can be born.

Maybe I'll try writing a 100-yen article like that, too.

The moment 'I want to read a little' turns into 'I want to read more'.
That is incredibly modest, small, but certainly warm.

That is precisely why I want to be a writer who can properly find those buds and gently nurture them.

There are times when I struggle with how to deliver, and times when it doesn't get across.
Even so—I want to believe that trust isn't something built all at once, but lies beyond those small, repeated moments where someone thinks, 'Maybe I'll read this again.'

Thank you for reading until the end 😊

If you could "like" or "follow" me, it would be a great encouragement.

I've been writing episode-based articles lately👇

There have been so many accidents at sea lately. Those who aren't used to the ocean, please be careful.