tms launches the global Lil McDonald’s Happy Meal at McDonald’s
tms is leading the global launch of McDonald’s playful new Happy Meal – a brand new program called Lil McDonald’s, featuring a collection of miniature McDonald’s food items and restaurant fittings.
Launching in the US on July 1, the program is rolling out to McDonald’s markets around the world, ending in Japan in spring 2026.
Born from the insight that Generation Alpha kids love to role play interactions with their favorite brands – including McDonald’s – tms developed a platform which literally puts McDonald’s in their hands and creates childhood Happy Meal memories.
Lil McDonald’s also taps into the Gen Z cultural trend of loving miniatures, making it a brand experience with appeal across multiple age groups.
A McDonald’s Happy Meal has always been more than just a meal – it’s a joyful tradition that creates lasting memories for both kids and adults alike. As a parent, there’s something magical about watching your child’s imagination come to life with these tiny toys. That’s what makes Lil McDonald’s so special. It brings back my own childhood memories of playing McDonald’s and now I get to create new ones with my kids.
To bring this experience alive, tms have created a muti-channel brand experience, spanning on-trend physical toys, a hugely exciting digital experience and immersive retail theatre.
Along with McDonald’s restaurant fittings like the fryer and soda fountain, the 25-piece Lil McDonald’s toy collection includes a golden Happy Meal box, iconic McDonald’s menu items and a miniature branded delivery van – 21 toys will be available in US markets.
The Happy Meal box itself resembles a McDonald’s restaurant, with spaces for each toy, supported by a specially designed tuck box. The entire collection was designed by tms’ in-house agency Boxer Brand Design.
As well as giving kids some toys to make their McDonald’s-inspired playtime even more fun, tms has created an interactive smartphone game where players can test their kitchen skills in a virtual McDonald’s. It can be accessed by scanning the code on the Happy Meal box.
tms has also designed a range of in-store marketing materials, including merchandise units, retail posters, drive-thru units, menu boards and ordering kiosks, to create a sense of theater around the experience.
Claire Soper, Vice President, Client Engagement, McDonald’s Global at tms, said, “Having worked with McDonald’s for 25 years, Gen Alpha is the third generation of kids growing up with tms-designed Happy Meals. We’re thrilled to keep the magic going with Lil McDonald’s and cannot wait to see how fans of all ages react.”
tms was lead agency across the campaign, responsible for the strategy, creating the retail and digital experiences, and developing and producing the toys. Wieden & Kennedy managed campaign communications for television, online video, social and paid media.
Check out the campaign on Ad Age to learn more.
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