McDonald’s Happy Meal

Using play to create over 30 years of kid loyalty


20% sales globally include a Happy Meal
1.5B units globally
Largest distributer of toys, books & fruit globally



Since 1979 when the first Happy Meal was sold, McDonald’s have been providing opportunities for play. Globally it remains an ongoing challenge to keep new generations loyal.



Our proprietary research methodology, ‘Playsearch™’ continually uncovers valuable insights about how kids play today, the trends, the drivers, the cultural differences around the globe.

This develops our strategic approach, resulting in creative direction and the toy collections that are a part of every Happy Meal.