Space adventure lands in McDonald’s happy meals

A partnership between McDonald’s and Crayola, facilitated by creative consulting agency tms, brings a space-themed Happy Meal promotion to the UK. The campaign combines physical toys with a digital experience designed to encourage children to explore creativity through play.

The promotion that launched on March 6 and introduces the Crayola “Planet McDonald’s” Happy Meal, which features toys and activities centered on a fictional galaxy filled with color and imaginative characters.

The initiative includes ten space-themed toy sets designed and sourced by tms in collaboration with Crayola. The range features Crayola pencils, spiral art packs, coloring activity books, glow-in-the-dark posters, rubbing stations, stencil art sets, and activity figures inspired by astronauts, rockets, and aliens.

Each Happy Meal also connects to a digital experience accessible through a code printed on the box or toy. The online activity expands the in-store promotion with interactive gameplay.

The digital platform invites users to explore fictional galaxies and personalize different scenes. Participants travel in a virtual spaceship across animated space environments featuring astronauts, planets, and alien characters.

After an introductory video, users select one of the toy themes and travel to different planets where they can color scenes and activate animated characters based on their designs.

The campaign also includes above-the-line creative assets developed by Leo’s UK. The visual concept places McDonald’s within a playful outer space setting inspired by children’s illustrations.

tms leads strategy, digital and retail experience development, toy production, and the partnership with the licensor.

Maria Liang, Manager - Global Family Marketing at McDonald’s: "Partnering with Crayola and tms has allowed us to take creativity to new heights. Together, we've built an experience that goes beyond the Happy Meal – combining imaginative toys with a digital adventure that lets kids explore and color their own galaxies. It's a perfect example of how collaboration can spark joy and inspire the next generation."

Jessica Booth, Account Director at tms: "The new space-themed world is packed with fresh ideas for young minds to help them fill the universe with creativity. Working with McDonald’s and Crayola, our promotion is bringing new worlds to life in a way that will inspire our audience to take their imagination to the next level."

www.mcdonalds.com

www.tmsw.com

Follow Marketing Report on LinkedIn