A new partnership between McDonald’s and Crayola, facilitated by creative consulting agency tms, is filling the world with creativity – one Happy Meal at a time.
Launching March 6, The Crayola “Planet McDonald’s” Happy Meal boosts fans into an epic adventure set in a new galaxy of color and imagination, filled with toys built for play.
Happy Meal customers can fuel their co-creative juices with a line-up of 10 space-themed toy sets, designed and sourced by tms in partnership with Crayola. The toy range includes Crayola pencils, spiral art packs, activity coloring books, glow-in-the-dark posters, rubbing stations, stencil art, and activity figures – all based on the themes of astronauts, rockets, and aliens.
Each Happy Meal allows fans to tap into their natural creativity, particularly Gen A, in a promotion that encourages them to let their imaginations run wild and as they enter their very own “Planet McDonalds.” The immersive retail experience also runs alongside digital gameplay, accessed via a code on the Happy Meal box or toy.
The new “customize and color” digital adventure leverages the power of play by inviting everyone to explore unknown galaxies and add their personality to new, alien worlds. Users will find themselves jumping into a turbo charged spaceship and whizzing through cosmic neighborhoods, hovering over astronauts smiling on the moon, and soaring to glowing planets bursting with playful aliens.
tms’ digital experience takes flight with an intro video before inviting users to choose a space-themed toy and travel with it to different planets. Whichever planet they land on, they will be able tap into their creativity and color the scene before watching their characters come to life.
The above-the-line creative assets, led by the Leo’s UK, imagines McDonald’s in space, capturing the essence of children’s illustrations and imaginations within an exciting and whimsical space world. tms is leading on strategy, digital and retail experience, toy production, and the licensor partnership.
Maria Liang, Manager – Global Family Marketing at McDonald’s said: “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 said: “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.”
The promotion at McDonald’s runs in the UK from March 6 to March 23 and later breaks in other global markets.
Source: tms
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