McDonald’s | A Minecraft Movie Meal

Minecraft Movie Meal poster with full meal and collectible toys

Opportunity

To captivate the attention of younger generations, tms sought to partner McDonald’s with a brand that would resonate culturally with both adult customers and Happy Meal fans – enter Minecraft. Timed with the release of A Minecraft Movie, tms built the partnership on the insight that gamified experiences strongly appeal to Gen Z and Gen A, making Minecraft’s global fandom a powerful connection spanning across both generations.

Approach

tms supported the end-to-end development of both campaigns through a captivating visual identity, exclusive toy offerings, unique packaging, and an immersive retail and digital experience – creating moments of joy at every touchpoint.

Leaning into the power of collectability, tms designed and sourced six exclusive Movie Meal collectibles, inspired by McDonald’s most beloved characters, while A Minecraft Movie Happy Meal featured six Blockhead or Block World character toys from the movie and game.

We translated the Minecraft universe at retail by transforming the restaurant into an extension of the experience across spaces such as the drive-thru, front counter, kiosks, and dining areas. Designed for more than 100 global markets, the retail kit enabled teams to adapt elements locally while maintaining a consistent campaign experience to encourage discovery and reinforce the collectability of the promotion.  

tms designed and sourced the packaging for both programs, including a golden, blockified treasure chest for the Minecraft Movie Meal – seamlessly combining McDonald’s and Minecraft’s brand identities. To bring the iconic movie characters to life, we sourced three variations of Sheep, Bee, and Creeper Happy Meal boxes.

To extend the meal into Minecraft’s digital gaming world, customers could scan their collectible toy to unlock an exclusive McDonald’s in-game skin in their Minecraft account. For the Happy Meal, tms created a digital treasure chest quest experience which follows the storyline of A Minecraft Movie.

McDonald's in store display of Minecraft Happy Meal toys

Outcome

Restaurant Business Online reports that McDonald’s 2025 Minecraft Meal drove sales, revenue, and foot traffic across the globe – marking their best quarter since 2023. Both campaigns generated global fandom and excitement around the promotion, surpassing targets and even selling out in some markets.

These programs demonstrated that one partnership can drive multiple customer journeys simultaneously. Rather than creating separate campaigns for kids and adults, McDonald’s gave each audience a tailored way to engage with the same fandom, creating more reasons to visit across generations.

That impact starts with the right partnership – tms connected McDonald’s with Minecraft’s global fanbase of 160M players and translated fandom into a retail experience people showed up for. It’s what we do: build brand partnerships and retail experiences that drive real business outcomes – growth you can see in-store and beyond.

Let’s talk about what we could build together – get in touch.