The Macca’s MONOPOLY experience returns to Australia and New Zealand on September 12 for seven weeks with a surprising new twist: the game is going ticketless for the first time in select markets!  

This ticketless gameplay is enabled through the transformational technology of iWin, a proprietary game engine designed and managed by tms. This is the ninth year we have partnered with McDonald’s Australia & New Zealand, utilizing our iWin proprietary game engine technology to deliver secure, scalable, and engaging customer experiences, including for Surprize Fries which launched in 2023. 

Exclusively in the states of Western Australia and Tasmania, all MONOPOLY items will be digitally ticketed with no peel on the packaging – customers simply need to order an eligible menu item on the MyMacca’s app to play and reveal their tickets and wins. This is a world-first trial that aims to introduce the power and possibility of digital tickets. 

To add excitement around this new fully digital experience, customers in these fully ticketless markets will receive a Bonus instant win prize on their first three eligible orders, in addition to their digital tickets. 

Digital tickets will appear instantly within a player’s ‘stash’, in a brand-new stadium-inspired game world and enhanced UI experience created by Akcelo. The mobile game features a roaring arena complete with live digital billboards displaying prize winners from around the country.  

Aden Hepburn, co-founder & CEO at Akcelo said: “This year’s game is a world-first for Macca’s. We’ve created an all-new “ticketless” digital-only experience that allows you to play without having to peel a physical game ticket, immersing players in an incredible gaming world worthy of one of the world’s most iconic brands.” 

Replacing the iconic peel, players will enjoy gaming-inspired digital ticket reveals in the MyMacca’s app, allowing players to seamlessly collect properties, unlock Chance cards, and redeem prizes. Three new immersive 3D minigames await, including a motorcar stadium race and a skydive into a pool full of prizes! 

For Australian states outside of the trial, digital tickets will be featured on a smaller number of products in addition to those items with physical tickets, giving customers the opportunity to experience both ways to play. In New Zealand, there will only be printed tickets. 

The campaign runs until October 22, 2024. Read more on Mumbrella and Campaign Brief. 

McDonald’s iconic annual MONOPOLY promotion is back for its 18th year in the UK. This time, it’s supercharged with “Power Peel”, which will continue to build on the game’s irresistible success and empower players to “peel on pack and make moves in-app.” As lead agency, tms developed the MONOPOLY Power Peel campaign strategy, game mechanic, visual identity, packaging, and digital gameplay. 

The 2024 edition of McDonald’s MONOPOLY launched on Wednesday 4th September for six weeks, building on what customers and fans love most: the PEEL. We worked with McDonald’s to create a strikingly colorful neon look for all campaign assets and packaging, plus new digital innovations that supersede the excitement of the last two years of Double Peel.  

The updated promotional campaign inspires the nation to make moves at a time when customers are seeking more value and joy with every purchase. “Power Peel” meets that need by creating a joyful world customers can immerse themselves into, and new ways to win, that elevate the McDonald’s MONOPOLY peel-good experience.  

Mayfair Monday is a new digital peel experience where one person will win £20k cash instantly on each Monday of the campaign (excluding 14th October). Inside the app, players can also find the Mr Monopoly Bonus Reward: when 30 Property codes are entered, customers are awarded 1,500 MyMcDonald’s Rewards points which provides access to the first tier of rewards on the MyMcDonald’s Rewards programme. 

At the same time, there is a refreshed and exciting prize pool with over 70 million prizes up for grabs, including new brands Jet2Holidays and Currys offering prizes such as holiday spends of £2k and brand-new Hisense TVs. We also leaned into the world of MONOPOLY and are giving customers more relevant prizes, from Train credit to ‘Free Parking’. 

The much-loved peel-on-pack element remains, giving customers a chance to reveal a property or get an instant win. But the fun continues, as players can scan property codes to collect them in the McDonald’s app, where they can complete their set and win. When customers bank a property in app, they’re also given an additional chance to win through an extra in-app peel, keeping customers engaged in both the physical and app-based elements of the game. 

To launch the promotion, Leo Burnett UK created an integrated campaign that celebrates the feeling of power the new peel mechanic gives fans. Supporting the film, vibrant OOH showcases the promotion and social invites players to get involved. Media planning and buying is by OMD; with a restaurant and below-the-line campaign by Linney, and interactive email and push notifications created by Armadillo. PR agency Red Consultancy lead on the earned media and paid influencer content for the MONOPOLY campaign – generating excitement for the return of the MONOPOLY game and educating customers on new game plays. 

Read the promotion’s industry coverage on Campaign. 

tms, McDonald’s, and Universal have teamed up to help Gru and the Minions “help save the smiles” for the Despicable Me 4 Happy Meal. This action-packed promotion is running in 84 markets throughout the summer of 2024.   

The campaign, which has garnered widespread social media attention and excitement, places the focus on the Happy Meal brand, making the Happy Meal box central to the story. tms used McDonald’s iconic brand imagery to creatively portray the Minions’ dilemma by depicting a smile being stolen off the Happy Meal box. 

To include the user into the hunt to save the smiles, tms created a digital experience that allows players to become a secret agent to help Gru and his fellow Minions collect as many smiles as possible – simply input the three-digit code from the toy into the app or online to play!  

tms’ Future Lab, our team dedicated to innovating sustainable solutions for McDonald’s toy and game design, sourced the Happy Meal Minion toys to be made from Mass Balance PP plastic, and customers can create their custom Superminion by mixing and matching their outfits. In some markets like the UK and France, a more sustainable “Aluminion” toy has been created out of Aluminum, consisting of a double-sided container that can be customized with stickers on either side and are filled with activity sheets.   

In restaurants, customers have access to activity sheets where they receive activities like find the stolen smiles, a board game, or a wearable spy kit! There is also a limited-edition Despicable Me 4 book to support the Happy Meal Readers initiative.  

Learn about previous Happy Meal campaigns tms has supported as lead agency, such as the PLAYMOBIL Wiltopia Happy Meal. 

McDonald’s and tms launched an exciting new Happy Meal^® promotion, featuring an exclusive collaboration between two of the most iconic Japanese franchises, Hello Kitty and Friends and Yu-Gi-Oh! The promotion runs globally between March and November 2024, starting on March 6 in the EU, May 8 in the UK, and on August 20 in the US.

tms managed a partnership between the two distinctive franchises to create unique Happy Meal^® toys and in-app games which mix elements from both worlds to create an exclusive set of Hello Kitty and Friends x Yu-Gi-Oh! characters.

Sanrio is home to fan favorite Hello Kitty and Friends, founded on the philosophy that a small gift can bring happiness and friendship to people of all ages and hopes to bring smiles to everyone’s faces with their vision of “One World, Connecting Smiles.” The brand features iconic characters that are part of Japan’s kawaii culture, each embodying positivity and with their own distinct look and personality.

Meanwhile, Yu-Gi-Oh! is the brand best known for manga, television series, and the in-universe Trading Card Game, where players battle against fantastical creatures to win and become the King of Games. tms formed a partnership between Yu-Gi-Oh! And Hello Kitty and Friends, where worlds collide when Hello Kitty and Friends characters and the Yu-Gi-Oh! Universe come together for an action packed in-app game.

Through the promotion, McDonald’s wants to empower customers to remix culture and become the creators of their own unique experience. tms managed the in-app game activation, inviting kids to explore their imaginations by offering the chance to customize their favorite characters with awesome backgrounds and cool features. We also sourced and designed the packaging, toys, and other retail elements to make this mash-up vision come to life.

Learn more about our other campaign with McDonald’s inspired by Japanese artistry, WcDonald’s.

©2020 Studio Dice/SHUEISHA, TV TOKYO, KONAMI

We’re excited to have supported the launch of the Collector’s Meal, a special promotion honoring McDonald’s most beloved keepsakes and characters. This nostalgic campaign brought together a variety of iconic IPs, including McDonald’s classics like Grimace, as well as favorites like Shrek from Universal’s DreamWorks, Barbie by Mattel, and more!

Thanks to our brand partnerships team, we successfully onboarded six world-renowned IPs, making the Collector’s Meal a reality. This unique promotion tapped into cherished memories and celebrated the magic of McDonald’s history.

Sourced by tms, the collectible cups were made from Tritan or glass, depending on the participating market. With six different styles to collect, customers were enticed to return time and time again. In partnership with lead agency Wieden+Kennedy, tms supported the development of the Tritan cups and the design of the glass cups, with the IP illustrations created by artists across the globe.

While most promotions only run for lunch and dinner, the Collector’s Meal was available for breakfast! Customers could start their day off strong with a Sausage Egg McMuffin®, hash browns, and a small coffee, along with their coveted Collector’s Cup. For the rest of day, customers could choose from a 10 piece Chicken McNuggets® or a Big Mac®, accompanied by medium fries and a medium drink.

Slate, tms’ internal post-production team, created 3D models of all 12 Collector’s Cups and distributed them to partner agencies to use in their creative development.

Boxer Brand Design, tms’ embedded branding and packaging design agency, helped amplify the program with limited edition food packaging, including bags, cups, and even Burger and McNuggets® boxes.

© nanoblock

COCA-COLA and the Coca-Cola Contour Glass are trademarks of The Coca-Cola Company.

HOT WHEEL™ and associated trademarks and trade dress are owned by, and used under license from, Mattel. ©2024 Mattel.

BARBIE™ and associated trademarks and trade dress are owned by, and used under license from, Mattel. ©2024 Mattel.

© 2024 TY INC. OAK BROOK, IL U.S.A.

© UCS LLC

Minions © Universal City Studios LLC. All Rights Reserved.

© Universal City Studios LLC and Amblin Entertainment, Inc. All Rights Reserved.

Dreamworks Shrek © DreamWorks Animation LLC. All Rights Reserved.

© 2024 Peanuts Worldwide LLC

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McDonald’s Germany is celebrating the summer of sport with a new Happy Meal® promotion, created by tms Munich, which stars The Smurfs – and reminds kids that taking part is what counts. Running in Germany and Austria, the campaign launches on 25 July, a day before the start of the Summer 2024 Olympic Games in Paris.   

The six-week promotion features an exclusive, highly covetable Smurf figurine included with every Happy Meal® sold in Germany and Austria. There are 16 sporty Smurf figurines in total, including Hefty, the exclusive ​​Smurf only available in the McDonald’s app. Each Smurf is shown taking part in a different Olympic or Paralympic sport – there is even a breakdancing Smurf to mark the debut of breakdancing as an official sport at this year’s games.  

Our Munich office is behind the McDonald’s Happy Meal® concept and strategy, as well as designing the toys and packaging, and negotiating the partnerships and licensing deal. This campaign holds special significance, as it marks the biggest Happy Meal® promotion to date to originate from our Munich branch.  

The representation of abled and disabled athletes in this promotion is supported by the German Disabled Sports Association, and the figurines have been developed in a partnership with renowned German toy brand Schleich®. The Smurfs, who are known in German as “Die Schlümpfe”, are also proud ambassadors for the United Nations’ sustainable development goals.   

Accordingly, tms Munich has put sustainability at the heart of this Happy Meal® campaign, from manufacturing the figurines in MBPP (mass balance polypropylen) to ensuring the designs are highly collectable and will be kept for years to come.  

Georg Kitsios, Senior Account Director, tms Munich, said: “I’m lovin it – we just knew The Smurfs were the perfect theme for this McDonald’s Germany Happy Meal® promotion. The team at tms have had so much fun bringing it to life and we strongly believe that Happy Meal® fans will love it as much as we do.​​”  

Read more about the campaign in industry publications, like Mediashotz.

McDonald’s, tms, and BIG Games formed a purr-fect partnership for the Pet Simulator Happy Meal®! Running throughout 2024 across select global markets, the Happy Meal® builds off Pet Simulator game on Roblox to create an innovative promotion which integrates the Happy Meal® toy into the digital experience. McDonald’s customers will unbox surprises by receiving not one, but two pet toys with their Happy Meal®.

As lead agency, tms played a crucial role in integrating the toys with a unique Happy Meal® digital experience. To initiate the digital experience, users must scan the QR code on the Happy Meal® toy, which will populate the introductory screen to start the game. The objective of the digital gameplay is to explore three unique “worlds” and capture as many gems as possible in one round. Players can place their Happy Meal® pet onto their phone screen and watch it illuminate each time a gem is captured.  

Our embedded packaging agency, Boxer Brand Design, created custom packaging which draws off the campaigns’ theme of surprises by featuring a treasure chest tuck box. The toy’s packaging was cleverly designed to only reveal one of the toy pet’s customers will receive, leaving the other a mystery until the box is opened. That same theme of surprise and delight was carried throughout the point-of-purchase marketing we created for the retail and drive-thru locations, illustrating a treasure chest to drive home an element of surprise. 

Check your local McDonald’s to see if the Pet Simulator Happy Meal® is available near you. Interested in learning about other McDonald’s campaigns tms has been involved in? Check out our recent work with the MultiVersus Happy Meal®. 

tms shined bright at the recent McDonald’s China Supplier Summit, winning three prestigious awards for our exceptional supply chain performance on July 4 in Xiaogan city, Wuhan province.  

During the summit, McDonald’s China Supply Chain leadership shared their strategic focus for 2024, emphasizing the goals of achieving a “bigger,” “better,” and “smarter” supply chain. This includes maintaining sustainable commitments, leveraging competitive advantages, enhancing food safety and quality, and building a collaborative digital ecosystem.  

At the ceremony, the tms Packaging, SLP Waste & Recycling team received the Peak Supplier Performance Award, the highest recognition for McDonald’s suppliers. This award acknowledges tms’ continuous implementation of the “In China for China” strategy, achieving competitive advantage through scale, high productivity, innovation, and supply network optimization. This is tms’ second Peak Performance Award, having previously won in 2020 for outstanding resilience during the COVID-19 outbreak.  

Our China Packaging team received the Category Innovation Leadership Award for the first time, highlighting the team’s innovative contributions and leadership in the packaging category.  

Bruce Yang, tms’ Account Manager for China, was recognized with the Outstanding Contribution Award, alongside three other suppliers. This award honors individuals who have demonstrated exceptional dedication and impact in the Chinese market.  

Our supplier partners Huhtamaki Xuzhou and Nanwang Packaging were awarded, receiving the esteemed AA Quality Leadership Award. Five of our packaging suppliers were also recognized with an A Quality Leadership award. 

These awards are a testament to the incredible hard work and dedication of our sourcing teams. We look forward to continuing our partnership with McDonald’s as innovative and reliable supply chain partners. 

tms, McDonald’s, and PLAYMOBIL Wiltopia invite you to embark on an immersive wildlife adventure for McDonald’s latest Happy Meal®! For this latest promotion, McDonald’s and PLAYMOBIL Wiltopia are creating a series of more sustainable Happy Meal® toys made from at least 95% plant-based plastic derived from sugarcane, accompanied by a digital videogame. This global campaign runs through the course of 2024, taking place across different countries at various times. 

tms coordinated the licensing between the two brands to make this partnership a reality. The focus of this Happy Meal® campaign is to prioritize respecting the earth and its animals by educating customers on wildlife and using recycled materials to do so. The original PLAYMOBIL Wiltopia toys are made from an average of 80% post-consumer waste recycled materials, living up to the brand’s ethos that people should grow up in a world where animals and nature are respected and protected.​ As McDonald’s pledges to use less virgin fossil-fuel based plastic and more sustainable materials for their packaging and toys by 2025,  this partnership just one example of how Happy Meal® programs are being made more sustainable. 

tms’ Future Lab played an integral role in aligning our campaign strategy with McDonald’s environmental commitments by finding new, more sustainable materials to produce its Happy Meal® toys. Since 2018, our Future Lab team has reduced virgin fossil fuel-based plastic in Happy Meal® toys by 24.4% globally, and we continue to work on sourcing materials from renewable, recycled, or certified sources.​ 

We designed the digital experience to be an educational yet enticing opportunity to dive into the wild and discover animals in their natural habitats through a digital game where users can select their environment and become wildlife photographers! Players are encouraged to snap as many photos as they can of the animals roaming around their screens, including those featured as Happy Meal® toys. Once they have captured all the animals on camera, they will be presented with a portfolio of their photos to remember their outdoor adventure. 

The packaging, designed and sourced by tms, showcases photorealistic images of the PLAYMOBIL Wiltopia Happy Meal® toys themselves, set in a tropical or desert setting. We also dialed up the Happy Meal® brand itself by utilizing the box as a tree house and underwater treasure chest in the different environments. We packaged the toys in small boxes that are FSC-certified and recyclable which portray the respective animals in their habitats, along with a code that gives customers access to the digital experience. All toys come with a brief description of the animals’ characteristics and natural habitat. 

Check your local markets to see if this promotion is currently available near you, and learn about the other initiatives we’re taking to make McDonald’s more sustainable, like the new crew uniforms made with CiCLO Technology.