McDonald’s partners with tms for the ultimate UK Monopoly collab
Monopoly at McDonald’s is back in the UK for the ‘ultimate collab’ – dropping a range of exciting prizes, exclusive merchandise, and an interactive digital game board, while introducing its first limited time offer: the Loaded Caramel McFlurry.
tms led the campaign which taps into Gen Z hype culture with a truly iconic mash up, blending everything that makes the McDonald’s and Monopoly brands special and stars beloved characters like Mr. Monopoly, Grimace, Hamburglar, and Birdie.
Making the original characters the heroes creates nostalgia for longtime fans, while presenting the game in a whole new way for the next generation of fans. To further engage gen Z audiences, tms leveraged the power of play, giving fans a guaranteed 1 in 4 chance to win instantly for the first time ever.
This year, tms introduced new ways to play with an enhanced gamified experience available within the McDonald’s app, built as an interactive, 3D digital gameboard – complete with a new “Go” button that allows players to move around the board as their game progresses. tms programmed the game with over 30 possible outcomes, and players can view previews of prize offerings and redeem their winnings within the experience.
Building on the momentum of previous years, the new McDonald’s Monopoly promotion invites fans to ‘GO’ for something extraordinary. With a fully interactive digital gameboard now available in the McDonald’s app, we’re opening the door to a new generation of players – while staying true to Monopoly’s roots that have made the promotion a fan favorite for decades.
Designed to create next-level hype, the prize offerings include multiple McDonald’s Monopoly collabs, leaning into the drop-culture Gen-Z knows and loves. tms designed and sourced all merchandise for the promotion, including a limited-edition physical gameboard designed, tailored to iconic McDonald’s items, with properties such as ‘Big Mac Manor’ and “Mayo Chicken Mile”, as well as its own McDonaldland character game tokens. Hoodies, key rings, ping badges, t-shirts, and a light-up neon McDonald’s light are also available as prize giveaways or for purchase.
Other prizes include a trip from Jet2 Holidays and Merlin Entertainment passes – as well as a total of more than £2 million in cash, all negotiated, handled, and fulfilled by tms.
A limited-time menu item, the Loaded Caramel McFlurry, is available as part of the campaign for the first time – tapping directly into nostalgic pleasures, from the millionaire shortbread toppings to the gold “Monopoly Money” packaging. In another first, breakfast is available in the collaboration, with custom hot cups created by tms.
John Viccars, Head of Strategy at tms, said: “This year, the shift from celebrating McDonald’s Monopoly as the ‘OG promotion’ to the ‘ultimate collab’, has led to our most exciting campaign experience of all. Packed with fresh icon-to-icon creative, hype driving mash-up prizes, first ever Monopoly menu item, playful digital experiences, and cash activations, we’ve truly maximised the generosity and joy for McDonald’s customers.”
The Monopoly game at McDonald’s runs nationwide in the UK from 10 September to 21 October 2025. Read more about the campaign through the industry coverage it received on Ads of the World and Media Shotz.
Trending
