ASIA PACIFIC MIDDLE EAST McDonald's

Thomas & Friends Happy Meal

Product

CHALLENGE:

To celebrate the 72nd anniversary of Thomas & Friends, McDonald’s wanted to create a series of Happy Meal toys that captured the popular children’s characters in a fresh, new way.  Having already been featured in previous Happy Meals as well as in countless toys in the retail market, our challenge was to create something novel and unexpected to mark the occasion.

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SOLUTION:

Since we were celebrating 72 years of the brand, we designed not only with kids in mind, but also the nostalgic adults who had grown up with Thomas.

A joyous parade theme inspired the entire collection. Each character had a unique design, featuring a distinct parade trolley at the rear of each toy. Some characters had adjustable dials, while others had rotating or moving shapes when pushed forward.  The design also seamlessly incorporated Happy Meal imagery.

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RESULTS:

Sales performed extremely well across Asia Pacific, becoming one of the highest-selling programs in the region.