McDonald’s is forming an exciting and unlikely partnership for its latest Happy Meal by bringing together the worlds of SpongeBob SquarePants and ONE PIECE, launching on September 15 in the U.S.  

As lead agency, tms played a pivotal role in forming the partnership between the licensors and bringing the campaign to life by delivering the visual identity, strategy, retail experience, digital gameplay, packaging, and toy design and sourcing.  

The SpongeBob SquarePants x ONE PIECE Happy Meal invites customers to embark on the ultimate treasure hunt united under the Golden Arches. While the two animated series differ, tms tapped into the common thread of adventure and love of the pirate life to bring them together. By pairing SpongeBob SquarePants’ family-friendly familiarity with ONE PIECE’s adventure-led fandom, the collaboration gives Happy Meal a way to connect with Gen Alpha and Gen Z fans simultaneously. 

The Happy Meal features 15 collectible SpongeBob SquarePants x ONE PIECE toys for U.S. markets, designed and sourced by tms, which pair a SpongeBob SquarePants character with a ONE PIECE-inspired outfit, such as SpongeBob SquarePants x Luffy and Squidward x Sanji. The ship component of the toy is detachable, allowing fans to mix and match their characters, transforming play into a unique customizable experience.  

Inside McDonald’s restaurants, tms developed a vibrant retail kit designed to immerse customers in the underwater adventure by leveraging the character illustrations. The dual-sided Happy Meal box features SpongeBob SquarePants and ONE PIECE artwork, keeping in theme with retail elements while showcasing both partners in a bold manner. 

tms designed the digital gameplay to extend the Happy Meal outside of restaurants and deepen the treasure quest theme – to play, customers must scan the code on their toy or Happy Meal box. Customers can then choose a unique character and navigate around on a ship to collect treasure in the sea, accessible on happymeal.com or in the McDonald’s app. 

Chantal Page, Senior Strategy Director at tms: “The partnership tms formed between SpongeBob SquarePants and ONE PIECE allow McDonald’s to tap into multigenerational fandoms and appeal to parents and kids in different ways. By finding shared truths between the distinct franchises, we were able to create a Happy Meal that feels more like an immersive treasure hunt rather than a staple menu item.” 

The Happy Meal will be available in the U.S. until October 19 and has already launched across select markets worldwide – the rollout will continue in Europe and Asia through 2026, available in 70 total markets. 

Learn how tms creates connected brand experiences across strategy, retail, digital, packaging, and more by exploring our services.

tms has partnered with McDonald’s once again to create a new meal that rewards everyday superheroes with a collectible pick me up for the “Spider-Man Brand New Day Exclusively in Theaters Meal”. 

The campaign targets Gen Z by reflecting Spider-Man’s transition into adulthood – as Peter Parker leaves behind his teenage years to take on life as a full-time hero, he mirrors a generation learning to navigate their day job and everyday life. 

The new meal comes with one of four collectible toys, complete with an immersive retail experience. tms designed and sourced the collectibles to depict Spider-Man clocking off on the iconic Golden Arches of McDonald’s, hanging from his webs, or even relaxing in a hammock – the poses were exclusively designed in collaboration with Sony. tms designed and sourced the accompanying packaging that is available in select global markets to reflect the tone and action of the new movie with a bundle box, burger clam shell, cold cup, and takeout bag.  

To extend the campaign beyond the meal, fans can also redeem points for merchandise like Spider-Man branded bucket hats, socks, t-shirts, mugs, and towels – available only in select markets. 

To guide hungry fans to the new meal, tms created a full retail kit including banners, drive through reader board graphics, window posters, and more. 

Juliette Aroun, Senior Account Director at tms, said: “We know that culturally relevant collectibles and major brand partnerships resonate with Gen Z which is why we’re excited to see the meal launch over the summer. It’s been great collaborating with Sony and McDonald’s to bring this iconic and unique campaign to life.” 

The “Spider-Man Brand New Day Exclusively in Theaters Meal” runs in select markets across Europe and the Middle East beginning in July. The meal is running in tandem with the Spider-Man Brand New Day Happy Meal™ geared towards younger audiences – consisting of a 12 toy lineup and an engaging in-app digital experience running in over 80 markets. 

Learn how tms leverages our expertise across retail experience, product, and packaging to support the end-to-end development of McDonald’s other integrated campaigns like the Minecraft Movie Meal by reading our case study. 

To make McDonald’s a destination for tournament fandom during the FIFA World Cup 2026™ promotion, tms supported two integrated retail campaigns – The FIFA World Cup Meal and The FIFA x Squishmallows Happy Meal. These creative, fan-forward platforms turned mealtime into a collectible, culturally relevant experience for Gen Z and Gen A alike.

Turning everyday purchases into collectible experiences

The FIFA World Cup Meal featured six collectible cups globally and nine cups in the U.S. sourced by tms to invite repeat engagement. Each cup spotlights standout World Cup talent from the past and present – including David Beckham, Lamine Yamal, and more. Outside the choice of a 10-piece McNuggets with a limited-time Big Mac dipping sauce or Big Mac meal, the platform extended into breakfast with options including a Sausage Egg McMuffin or biscuit.

Alongside this campaign, tms facilitated a partnership between Jazwares and McDonald’s to support the introduction of a family-friendly collectible platform rooted in the idea that there’s a McDonald’s fan in everyone. We collaborated with McDonald’s and Squishmallows to design and source a lineup of 23 Happy Meal toys including core characters and mascots – availability varies by market.

Packaging and retail experience

Across both programs, tms helped shape how the campaigns came to life at retail to build visibility and excitement. For the FIFA World Cup Meal, tms’ embedded packaging agency Boxer Brand Design designed elements such as a golden fry box – a packaging item that is rarely modified – along with bundle boxes and sauce lids.

For FIFA x Squishmallows Happy Meal, tms supported a full retail kit including retail signage, a Happy Meal box featuring a goal and  ball perforations, plus extras like soccer court table decals that enhanced the in-restaurant experience.

Extending engagement through digital gamification

The Happy Meal extended play beyond the initial purchase with an interactive digital game that invited fans to create their own team of Squishmallows soccer stars and score goals. The experience connected physical collectibles with digital engagement in a simple, intuitive format that appeals to Gen A audiences’ love of gaming.

To bring both programs to life, tms leveraged our expertise across promotional product, packaging, and retail to create an experience that went beyond the meals themselves. Get in touch to see how we can support your next launch.

McDonald’s is launching the latest reinvention of its hugely popular Monopoly promotion for customers in Spain, giving players an entirely new way to play and choose  the prizes they really want.  

Created by tms and McDonald’s long-term partner, the new MONI MONI MONI Monopoly at McDonald’s promotion swaps the goal of collecting properties with currency, which can be banked in the McDonald’s app for the chance to win prizes.  

From 21 July to 31 August, McDonald’s promotional packaging will feature  game pieces, which when peeled, will reveal either an Instant Win prize or a denomination of MONI.  

Once customers have  banked enough MONI in their accounts, they can use it to “buy” a prize of their choosing – with new prizes dropping weekly.  

tms  hit on the idea of collecting money because of the feel-good factor that comes from holding a crisp pile of Monopoly notes in your hand, while the ‘MONI’ name is inspired by Spanish speakers’ playful adoption of the English word ‘money’.  

The Monopoly note is at the heart of the retail experience and promotional visuals, with  tms  reimagining it as a McDonald’s X Monopoly collaboration note as well as carrying the colourful designs across cold drink cups, McFlurry packaging and point-of-sale.   

Ben Parsons, Executive Creative Director at tms, said: “At its heart, this was about capturing the thrill of having money to play with. We brought that to life through bold vibrant visuals, cheerful collab moments and a prize pool packed with choice. That iconic stack of Monopoly cash instantly unlocks a sense of excitement, and by putting customers in the driving seat of their prizes, we’ve made winning feel even more fun. MONI  MONI  MONI is where McDonald’s generous, playful spirit meets the pure joy of Monopoly.”  

tms  also negotiated all the prizes and collaborated with the local agencies to develop the digital experience and retail activation.  Among the prizes MONI can be used to “buy”, are headphones, speakers, paddleboards as well as holidays and a year’s free car rental.  

See how tms has previously supported the global promotions, including Monopoly at McDonald’s return to the US. 

McDonald’s Worldwide Convention 2026 brought together franchisees, suppliers, and partners from across the globe for a week of collaboration, innovation, and celebration. 

Throughout the week, tms colleagues were on hand to showcase new programs, share ideas, and connect with members of the McDonald’s System. From FIFA World Cup 2026™ activations and sustainability innovations to award-winning work and fan experiences, WW26 was packed with memorable moments. 

Bringing the FIFA World Cup to life 

With the FIFA World Cup 2026™ just around the corner, Convention provided an exciting opportunity to showcase some of the programs set to engage fans around the world. 

From the World Cup Meal featuring collector’s cups and golden packaging to a global Happy Meal program spotlighting FIFA and Squishmallows, tms helped bring the excitement of the tournament to life on the Convention floor. 

As Worldwide Convention 2026 ended, we were proud to celebrate the partnerships, innovations, and achievements that made the week so memorable. Thank you to McDonald’s for bringing the global System together once again, and to everyone who helped make WW26 a success. 

McDonald’s is stepping into the world of Stranger Things for its latest Happy Meal, inviting fans to help “save McDonald’s” from the Tales of ’85 monsters. tms secured a partnership between McDonald’s and Netflix to bring the world of Hawkins into restaurants across the globe – from toy development to retail execution and digital gameplay, tms created an immersive end-to-end experience built for kids, families, and longtime fans alike. 

The heart of the campaign was centered around a simple fan truth: “McDonald’s is where I get to take charge” – that idea became the creative backbone of the campaign, where young fans are invited to take charge, fend off monsters, and become the heroes of the story.  

Digital game experience 

The adventure extended beyond retail into the app with the digital gameplay – by scanning a QR code on the Happy Meal box or toy, kids could choose a character, battle creatures across three themed levels, and ultimately save McDonald’s. The experience reinforced the campaign’s core message: fans are in control.  

Learn how we have previously supported global campaigns for McDonald’s, such as the Minecraft Meal. Interested in learning more about tms’ holistic marketing solutions, or how we can help your brand harness the power of partnerships? Get in touch.  

Drinks are taking center stage at McDonald’s with the expansion of its beverage line, establishing the brand as a beverage destination for customers. First rolling out in the US and Canada on May 6, the line will then expand to additional global markets throughout 2026. The launch is supported by tms, who led the end-to-end retail experience and packaging sourcing across McDonald’s. 

The program introduces six new McCafé Specialty Beverages, supported by a fully integrated retail experience. New flavors include an array of Refreshers and Crafted Sodas, such as the Strawberry Watermelon Refresher​, Sprite® Berry Blast​, Dirty Dr Pepper®, Mango Pineapple Refresher​, and more. 

tms worked closely with McDonald’s to translate beverage innovation into a cohesive retail experience built to capture attention, simplify choice, and drive incremental purchase at the point of order through captivating visuals at every touchpoint – including the menu boards, drive-thru, and retail signage. 

tms recently hosted the European Packaging Supplier Forum in Amsterdam, bringing together packaging suppliers and McDonald’s partners from across Europe for two days of collaboration, insight-sharing, and strategic alignment. Held under the theme “Powering the Customer Experience, Together,” the forum focused on strengthening partnerships across the packaging supply chain. 

The event created a platform for open dialogue across the packaging ecosystem, with sessions focused on strengthening partnerships, exploring innovation opportunities, and reinforcing the critical role suppliers play in delivering consistent, high-quality packaging experiences for customers. 

As the organizer and facilitator of the forum, tms brought together leaders from across the supply chain to encourage knowledge sharing and cross-functional collaboration. Through presentations, workshops, and networking sessions, attendees explored ways to drive operational excellence, advance sustainability priorities, and identify new opportunities for innovation across the packaging landscape. 

The forum also included a Supplier Recognition Awards dinner, celebrating partners whose contributions continue to support performance and progress across the system. 

By convening suppliers and stakeholders in one place, the European Supplier Forum demonstrates how collaboration across the supply chain can unlock new ideas, strengthen partnerships, and support continued progress in packaging innovation. 

What happens after you buy a Friends Meal at UK McDonald’s this February? A fantastic tms-led post-purchase prize draw that turns fandom into repeat engagement!

Not only do customers who purchase a Friends Meal receive a collectible figurine, but they’re also invited to enter a prize draw for the chance to win something seriously special: a limited-edition set of four Friends mugs.

To enter, customers must complete a one-time email entry form after the first qualifying purchase – to enter again and increase their chances of winning, they just need to purchase another Friends Meal.

This promotion has been designed to reward loyalty while keeping the experience simple, seamless, and scalable.

By shifting the excitement beyond the transaction, this campaign shows how post-purchase moments can drive sustained engagement and keep fans coming back for more.

Alongside the promotional mechanic, tms also managed the production of the collectible figurines and oversaw the licensor management for this campaign.

Learn how we have previously supported campaigns for McDonald’s to drive brand loyalty and engagement, such as Monopoly US.