With summer nearing its end and fall right around the corner, the food industry is already jumping on the seasonal excitement with early launches of fall 2025 menus, including Halloween-themed promotions.
To kick off the spooky season, Wendy’s is bringing back the Frosty Frights collectible toys, featuring a series of Halloween characters inspired by the chain’s iconic Frosty dessert.
The Frosty Frights were first introduced in 2024 with 11 collectible toy characters. However, the 2025 lineup has expanded to 12 new Frosty Fright figures in six core characters that glow in the dark.
Wendy’s 2025 Frosty Frights characters
- Ice Patch: The King of Pumpkins
- Chilly Gilly: Water monster
- The Yummy: Mummy
- Captain Coldsnap: One-legged pirate captain
- Meltin: Gooey ghost
- Purrrma Frost: Kitty
Starting now, one of the 12 new Frosty Frights comes with every Wendy’s Kids’ Meal and can be found at all participating locations nationwide for a limited time.
What’s in the Wendy’s Kids’ Meal?
- A choice of Hamburger, Cheeseburger, or 4-piece Nuggets
- Jr. Fries or Apple Bites
- Kids’ drink
- A seasonal toy
For younger kids, Wendy’s (WEN) is offering a new book called “A Frosty Halloween,” designed to provide a safe alternative to the Frosty Fright toys, which aren’t suitable for children under 3.
In addition to the Halloween toy lineup, Wendy’s is also bringing back the Boo! Books, which cost only $1 and come with five coupons that can be redeemed for free Jr. Frosty treats. For every book purchased, 90 cents will go to the Dave Thomas Foundation for Adoption.
McDonald’s brings back the Boo Buckets for Halloween 2025
McDonald’s (MCD) is also leaning into the Halloween nostalgia by bringing back its beloved Boo Buckets, marking their return after a three-year hiatus.
Originally launched nationwide in 1986, the Boo Buckets are collectible plastic buckets included with the purchase of a Happy Meal during the Halloween season. New designs are introduced each year, so expect the new collectible versions for 2025 to be revealed soon.
The 2025 Boo Buckets will be available at participating McDonald’s locations nationwide starting in October while supplies last.
Seasonal promotions: Wendy’s vs. McDonald’s
Wendy’s may have returned this seasonal offering, hoping to improve its recent performance.
In the second quarter of fiscal 2025, Wendy’s reported a 3.3% decline in U.S. systemwide sales and a 3.6% decrease in same-store sales.
However, things tend to turn around for Wendy’s during the October through December holidays. During the chain’s fourth quarter of fiscal 2024, its U.S. same-store sales increased 4.1%.
More Food News:
- Taco Bell brings back discontinued fan-favorite menu items nationwide
- Chick-fil-A to open its first global restaurants in 2025
Meanwhile, McDonald’s saw opposite results. The fast-food giant’s U.S. comparable sales declined 1.4% during the fourth quarter of fiscal 2024.
It’s worth noting that McDonald’s has been undergoing a major turnaround, and its efforts seem to be paying off. During its latest quarter, U.S. comparable sales increased 2.5%.
The power of seasonal fast-food offerings among consumers
Limited-time seasonal promotions continue to be a powerful marketing tool in fast food. These offerings create a sense of urgency, as customers feel compelled to get them quickly and enjoy them as often as possible before they vanish again.
Seasonality also evokes feelings of tradition and nostalgia. This emotional connection fosters familiarity and creates positive associations with the brand, helping to build long-term customer loyalty.
By combining nostalgia with the excitement of limited availability, chains like Wendy’s and McDonald’s aim to drive customer engagement, boost sales, and increase foot traffic for sustainable, long-term growth.
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