The FIFA World Cup goes to McDonald’s with two integrated retail campaigns supported by tms

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.