The launching of the new McDonald's mascot got varied reactions, particularly on social media sites. "Happy" is the fast food chain's new mascot, characterized by a wide mouth, big white teeth, dilated eyes, a square face (he resembles a McDonald's Happy Meal) and slim legs wearing shoes.

Here were some of netizens' reactions:

  • it looks like it will eat you

  • it looks absurd

  • it looks funny

  • it's scary

Not all of the comments were bad, though. There are some who liked the new idea. A girl from Toronto who was 8 years old liked the new mascot because it was smiling at her and her father said it made him think that it represented health because of its clean white teeth.

Brock Smith, a marketing professor, agreed that "Happy," when compared with other mascots, isn't exactly appealing, charming and amiable. However, he said that despite the oversized mouth with big teeth, the new mascot will still be able to get into the hearts of kids through his voice and personality, adding that the main target of McDonald's "Happy" mascot is children.

He also said that as the biggest fast-food chain in the world, McDonald's will not introduce a new mascot without conducting wide market research. Smith teaches at the University of Victoria's Peter B. Gustavson School of Business.

McDonald's first launched its "Happy" mascot in France in 2009. It was subsequently introduced in Latin America and in other countries in Europe. Lisa McComb, a McDonald's spokeswoman, said that "Happy" serves as an encouragement to kids as it represents healthy and balanced eating. The mascot will motivate children to eat vegetables, fruits, low-fat dairy and healthy drinks like juice or water.

The success of "Happy" is important for McDonald's, as its first quarter profit in 2014 was down to 5 percent and about 1.7 percent in some U.S. Stores. The new mascot is due for a nationwide launch on Friday, May 23.