tms brings the hunt for Squishmallows back to Happy Meal

The hunt for Squishmallows is back and better than ever at McDonald’s with a global promotion launching on May 13 in the US! Tapping into the rush the Squishmallows fandom feels when hunting for rare characters at retail stores, tms invites fans to join the hunt for as many Squishmallows Happy Meal toys as possible. We took a maximalist approach to the campaign’s visual identity, incorporating vibrantly colored Squishmallows throughout the packaging, retail assets, and digital experience. 

To make this campaign come to life, tms sourced the toys principally made from recycled PET, a fabric made from recycled water bottles, for select global markets*. This innovative practice is the first in its class for Happy Meal toys, led by tms’ Future Lab and supported by the tms Supply Chain, Safety and Sustainability teams.  

The Future Lab team is dedicated to identifying and qualifying new sustainable materials, suppliers, and production processes for Happy Meal toys. To replace the traditional plastic poly bag used for the toy, the Future Lab collaborated with our suppliers to develop a new material called glassine paper – a renewable and responsibly sourced material which is certified by the Forest Stewardship Council (FSC).  

To create a sense of exclusivity for the Squishmallows fandom, a new character, Halley the Intergalactic Axolotl, and smiling expressions on all characters are only available with McDonald’s Happy Meal. Other toys in the lineup include Squishmallows’ most iconic characters like Maritza the Cactus and Rossi the Cheetah. The toys give customers who may not usually have access to Squishmallows the chance to join the hunt. Alternatively, customers may opt for a Little People, Big Dreams book – “Read or Squish?” The choice is theirs. 

We designed and sourced two different Happy Meal boxes for this promotion, putting a spotlight on McDonald’s exclusive character, Halley the Intergalactic Axolotl. tms brought the Happy Meal to life in McDonald’s retail spaces through captivating posters, digital displays, merchandise units, and more, highlighting the full lineup of Squishmallows toys available. 

To extend the hunt for Squishmallows fans, tms created a digital experience online – by scanning the QR code on the Happy Meal box, players are directed to the digital gameplay and invited to join the hunt to collect as many Squishmallows as possible, while dodging a series of obstacles. Once the gameplay has been completed, players can learn all about the Squishmallows they collected. 

The campaign will roll out across 72 countries between May and December 2025. 

Learn more about tms’ marketing and sourcing services, including our capabilities in packaging, toy design, and digital experiences, to see what we can do for your business. 

*Body fabric and stuffing are made from recycled water bottles, excludes stitching, label, and hangtag thread. The use of rPet is excluded from markets in the US, UK and Latin America for 2025.