Friday 9 January 2026: PR & Marketing News Round‑Up | Lego Smart Bricks, Gen-Z Treat Culture, McDonald’s Secret Menu & Brand Glow-Ups
Hello 2026! Visible PR is back and buzzing with the first Friday PR & Marketing News Round-Up of the year. This week’s stories include a major ‘brick in the road’ from Lego, Gen-Z’s “little luxuries” culture, Botivo’s latest indulgent campaign, Walkers’ biggest brand refresh in 80 years, and McDonald’s finally confirming its fan-beloved Secret Menu. New Year energy incoming!
Check out our favourite stories from the week below…
Lego Announces Innovative Launch of Smart Bricks
With the tech world a buzz from CES Las Vegas this week, many were curious to see a Lego presentation on the agenda. What came from it was a whole new world of opportunity for the toy market. Lego unveiled Smart Bricks, transforming classic sets into interactive, screen-free experiences that light up, play sounds and react to movement. Launching first with Star Wars, the release instantly became a “must-talk-about” moment.
Why it matters for PR & Marketing: Tying the launch to Star Wars means built-in fandom, nostalgia and collectability, making it easier to drive pre-orders and premium pricing. A high-tech addition to the playroom, but still screen-free, hands-on play, that hits that sweet spot of innovation without more tablet time (music to any parents’ ears!) and from the vast reports this week across news and social, has certainly created that talkability moment.
Gen-Zs Turn To Aesop & £12.50 Salads As Modern Day Treat Culture Rises
Gen-Zs believe traditional financial rites of passage, such as buying a home or starting a family, aren’t as accessible as they were for older generations. Gen-Z’s recent approach to spending reflects the rise of “little luxuries”, seeing affordable indulgences like curated supermarket hauls, premium groceries and wellness-focused treats. The busy world of social media has amplified these purchases as moments of joy and self-care, making everyday food and beauty items aspirational.
Why it matters for PR & Marketing: The way Gen-Z talks about treats online is all about that mix of wellness, convenience and a bit of indulgence rolled into one. Even with the ongoing cost of living crisis, the “little luxuries” trend just keeps growing, as people look for small, feel-good upgrades they can actually afford.
McDonald's UK Makes Its ‘Secret Menu’ Official With Fan-Favourite Viral Items
For the first time, McDonald’s UK has officially launched its fan-created Secret Menu, bringing TikTok-favourite items like the Espresso Milkshake, Surf N’ Turf and Chicken Cheeseburger out of urban legend and into real restaurants. The campaign leans into years of fan speculation, teasing the menu with cryptic social media posts, hidden messages on posters, kiosks and screens, and even subtle clues on bus shelters.
Why it matters for PR & Marketing: By leaning into a long-standing fan conversation, McDonald’s created a campaign that’s playful, social, and media-savvy. Mystery, exclusivity and shareable moments across channels turned decades of speculation into a headline-making activation. It’s a masterclass in turning audience behaviour and fandom into a scalable, multi-platform marketing event.
Botivo Paints The Town Yellow This January
We’re big fans of Botivo here at Visible, so we were instantly captured by Botivo’s “Paint the Town Yellow” campaign, which is all about brightening up gloomy January and making alcohol-free drinking feel fun, indulgent and a bit cheeky and we’re here for it. Encouraging people to get out and about this January, the campaign is also getting people to support hospitality when it’s needed most, with a selection of free drinks and special servings available across the capital.
Why it matters for PR & Marketing: We love this campaign as it’s all about pleasure, colour and mood, so it lands as uplifting and shareable rather than newsworthy. As well as this, “Yellow Hour” and big-sipping botanical cues give Botivo a distinctive, consistent platform they can own.
Walkers Turns Up the Heat: New Hot Honey Flavour Fronts Brand’s Biggest Glow-Up in 80 Years
Walkers is rolling into 2026 with a big glow-up: a full brand revamp and a brand-new Hot Honey flavour that’s designed to grab attention on shelf and in the snack aisle. It’s being billed as the biggest refresh in the brand’s 80-year history, which gives the whole thing a sense of occasion rather than “just another flavour drop.”
Why it matters for PR & Marketing: Calling this the “largest brand refresh” turns it into a real milestone moment for Walkers, not just a quiet pack tweak. Leaning into the hot honey trend also plugs the brand straight into a foodie buzzword, so it can surf the hype around spicy-sweet flavours and bag some earned love in food, trend and TikTok round-ups.
Final Thoughts
Kicking off 2026, these stories highlight the PR and marketing strategies that will likely define the year ahead. We’ll see bold product innovation, playful campaigns, cultural resonance, and highly shareable activations, plus a myriad of experiential engagement, and clever use of digital tools, all while cleverly balancing authenticity and audience trust.
If 2025 proved anything, it’s that campaigns combining insight, creativity and a sense of fun are the ones that truly cut through, and this year will be no different. From Lego Smart Bricks turning toys into interactive experiences, to McDonald’s transforming fan speculation into a nationwide moment, 2026 is already proving that brands are embracing creativity and audience insight in equal measure.
Ready to start the new year with a bang in your PR & marketing? Speak to the Visible PR today! hello@visiblepr.co.uk