Not that they're really matchbooks, of course. No, instead of chip-like matches to get their point across - which would be quite useful and more likely to be a lasting advert - they have dispensed with the matches entirely. It looks like a customary bar-room matchbook; it's intended to look like a customary bar-room matchbook; but matches being inside the matchbook would be to hint at an unhealthy product, and McDonald's certainly wouldn't dream of doing anything so irresponsible.
In fact, despite huge evidence to the contrary, the worldwide chain still sides with the health mafia as if they are still in their good books.
Who can forget the classic quote from the President of their Japanese operation back in August?
He also said the company has a responsibility to society as the nation's largest restaurant chain.Funny, that. Because it's exactly such 'responsibility to society' which public health bodies are intent on using to batter the company into the history books.
McDonalds can continue kidding themselves by trying to appease righteous lunacy wherever the perverse condition presents itself, but it will make not a jot of difference ... they are the next target in the crosshair whether they play ball or not.
McDonalds may find that the sight of a few matches is strictly taboo these days but, however much the burger chain plays the saint, I can't envisage this delightful playset enjoying much of a future the way things are going, can you?