The United States is experiencing a new craze for McDonald's creative proposals. The brand knows how to generate excitement with ideas that appeal to nostalgia. Now it's preparing to make a move that could leave Burger King behind in popularity.
Starting July 1, McDonald's will launch a Happy Meal with 21 collectible toys in mini versions. Each box will include a miniature replica of its most iconic items. This move aims to attract both children and nostalgic adults who grew up with these classics.
Miniatures that appeal to memories
The collection is called "Lil McDonald's" and is designed for fans of small things and collectors. Among the toys is a sign of the famous golden arches, a drive-thru, and even a delivery truck. There will also be a replica of a classic restaurant from the chain.
The interior doesn't fall behind, with details like a digital order screen and drink dispensers. They even include an old cash register and a modern one to add realism. There are red and yellow tables with benches, copying the unmistakable design of the locations, according to All Recipes.
For the most nostalgic, there will be mini versions of trays with burgers, fries, and McNuggets. They'll even launch a mini Boo Bucket, the iconic Halloween pail. According to the brand, each piece is designed to spark happy memories and attract the whole family.
Marketing and experiences for everyone
Anna Engel, marketing director of McDonald's USA, explained the reason behind the project. "A Happy Meal has always been more than a meal: it's a tradition that creates lasting memories," she said in the official statement. She acknowledges that many parents want to relive their childhood with their children thanks to these toys.
The launch also includes special events to enhance the experience. On July 19 and 20 at Santa Monica Place (space 112), there will be a giant play area inspired by Lil McDonald's. From 11 a.m. to 6 p.m., visitors will be able to take photos and enjoy a ball pit themed around Chicken McNuggets.
Those who aren't in Los Angeles will also be able to participate. On HappyMeal.com, a free digital placemat can be downloaded to turn any table into a mini restaurant. In addition, an online game can be unlocked by scanning the Happy Meal box to manage a virtual drive-thru.
This strategy is based on the proven success of previous collaborations for adults, such as the "Adult Happy Meal" or the Friends sets. McDonald's shows that they know how to update themselves without losing their essence. With 21 different options to collect, they're aiming to attract a broad audience and take ground from Burger King with this nostalgia-filled bet.