McDonald’s | FIFA World Cup

Squishmallows Happy Meal retail poster with an assortment of Squishmallows toys on a soccer field

Opportunity

McDonald’s FIFA World Cup 2026™ campaign was a moment to translate cultural excitement into connected customer experiences for both Gen Z and Gen A. By supporting the development of two integrated retail campaigns: the FIFA World Cup Meal and the FIFA x Squishmallows Happy Meal, capturing both generations‘ appetites for collectability.

Approach

The FIFA World Cup Meal gave Gen Z fans a tangible way to celebrate the tournament with a collectible cup lineup emblazoned with iconic footballers and unique packaging which included a rare golden fry carton.

To appeal to Gen A, tms facilitated a partnership between McDonald’s and Jazwares for the FIFA x Squishmallows Happy Meal. Core Squishmallows characters were dressed as FIFA World Cup mascots for a family-friendly collectible experience. Extending engagement beyond the restaurant, our digital Happy Meal game invited fans to build a team of Squishmallows football stars and score goals – connecting the physical collection with Gen A’s love of digital play. Excitement and discovery were driven at the point of purchase through a retail experience that included dedicated signage, football-themed table decals, and an interactive Happy Meal box featuring goal and ball perforations. All packaging was designed by our embedded agency Boxer Brand Design.

Outcome

The two campaigns transformed a typical McDonald’s order into collectible experiences for Gen Z and families alike. By leveraging brand partnerships, unique promotional products, sourcing and supply capabilities, retail and digital experiences, tms demonstrated how one cultural moment can engage multiple generations and turn World Cup excitement into repeat reasons to visit McDonald’s.

The FIFA x Squishmallows Happy Meal included 23 toys, while the FIFA World Cup Meal featured six collectible cups globally and nine in the U.S.

The Happy Meal digital experience drove strong engagement, generating more than five times the impressions of a typical digital experience and over 42 million in-app video plays. As a direct extension of the physical toy, the game helped create a seamless path from collectible play to digital interaction, showing how immersive digital experiences can deepen audience engagement at scale compared to traditional above-the-line advertising.

Ready to turn cultural moments into connected customer experiences? Get in touch or view our services to learn how tms can help.