McDonald’s | A Minecraft Movie Meal
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.
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.
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adidas | Retail Toolkits
Opportunity
When it comes to bringing adidas’s products, campaigns, and grassroots membership initiatives to life across retail and community environments tms is the go-to partner. Through our creative, comprehensive, and fun toolkits, adidas is able to seamlessly roll out activations across multiple global markets at once.
Approach
tms partners with adidas to design and develop a range of campaign-led activations across retail and experiential environments, distilling the essence of each moment into toolkits that can be customized and delivered by adidas at a local level.
Each toolkit contains a unique array of assets for adidas to use, ranging from social content to photography and retail experience, activation, and event guides. For the SL72 relaunch, a floral-inspired campaign concept captured social and retail content before transforming store windows across the UK into bold visual showstoppers. To celebrate the relaunch of the F50 boot ahead of the Euros, tms created the “Survival of the Fastest” experience, that identifying top football talent in the UK and France before bringing finalists Berlin for the final eliminator. Our work for adiClub Days SS24, saw retail tools and hero activations extend the campaign into physical spaces with experiences in New York and Mexico City.
We’ve activated campaigns from Manchester to Berlin to Bali & everywhere in-between. Delivering ideas that bring people closer to adidas, we’ve loved every minute of it and can’t wait for what’s next!
Outcome
Proof of success comes from our 10-year relationship with adidas. This long-standing partnership has seen tms toolkits rolled out across multiple global markets, from the UK to the US, Singapore to Serbia. Driving impact and love for the brand amongst customers and grassroots sports communities.
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A Back-to-School promotion to boost the entire Blackstore network
Opportunity
The tms–designed, in-store, brand platform identity has been a feature of over 100 Blackstore shops since the beginning of 2022. Therefore, there was an opportunity to evolve this creative and build a new activation as part of the Back-to-School campaign for 2022. tms created a theme, shopping mechanic and packaging that would motivate sales and secure success.
Approach
Our holistic, 360° approach, ensured that the “Get into the Game” experience had an equally strong presence across social channels and in person at the point of sale.
To drive hype and amplify the activation, we created a social media campaign that encouraged customers to shout about their experience online. Our one-month campaign was executed through Instagram, Facebook and Snapchat, with both organic and sponsored posts.
At the same time, tms designed a 100% immersive operation to animate the point of sale, surfing on the many promotions underway over the period and offering combinations of promotions to the most engaged customers. The sales area is personalized in the colors of the operation to guarantee a memorable experience: giant game console, akilux, posters, stickers, giant game dice, tie and many other POS.
Outcome
The operation recorded an increase in in-store traffic and a significant increase in sales compared to last year.
The social media campaign made it possible to reach a larger demographic that would not normally come into contact with the brand, boosting engagement and fame.
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