McDonald’s: Happy Meal and Crayola Launch a Global Creative Universe

Make no mistake, the Happy Meal is not a fleeting promotion. It is a carefully played long game, one that McDonald’s has been refining for decades. The goal is simple and powerful. Introduce the brand early, nurture positive associations, and allow those memories to grow alongside the child. Long before kids have purchasing power, the Happy Meal quietly shapes familiarity, comfort, and trust.

That is what makes Crayola such a natural, almost poetic partner. Crayola is synonymous with imagination, creativity, and first discoveries. It represents the early moments when kids learn to express themselves, explore ideas, and turn blank spaces into stories. Aligning that creative DNA with the Happy Meal reinforces the idea of growing up with a brand, not just consuming it. The co-branding does more than entertain. It expands young minds while embedding McDonald’s deeper into everyday family rituals, a strategic payoff that benefits both brands over time.

I have watched this cycle unfold in my own household. My kids moved through their Happy Meal years with crayons scattered across the table and that unmistakable thrill of opening the box. Years later, they are adults making their own choices, and McDonald’s is still part of their lives. That early bond never truly fades. It simply evolves, shifting from toy-driven excitement to comfort food, convenience, and nostalgia.

Lulu once asked, “How do you thank someone who has taken you from crayons to perfume?” In this case, perfume could just as easily be replaced with burgers. The sentiment remains intact. When a brand is present from childhood creativity to adult routines, it becomes woven into personal history. That kind of loyalty cannot be manufactured later. It has to be grown.

Crayola has now teamed up with McDonald’s for the first time on a global scale, transforming the Happy Meal into a launchpad for imagination. This new experience invites kids to push creativity into orbit, turning the universe itself into a canvas. The Happy Meal features an exclusive lineup of co-branded, space-themed activity kits and toys designed to spark hands-on creative moments that families can share, not just consume and discard.

The limited-edition Planet McDonald’s Happy Meal is rolling out at participating McDonald’s restaurants in more than 60 countries across EMEA, the UK, Asia, and Canada. Availability varies by market, with the program running through March 2026 while supplies last. It is global in reach but intimate in execution, built around small moments of play and expression.

Beyond the physical toys, the campaign extends into a digital universe. Kids can scan their creations and watch them come to life in a vibrant, space-themed environment filled with opportunities to explore, learn, and keep creating. It is a seamless bridge between tactile play and digital discovery, giving creativity room to grow in multiple dimensions.

Crayola’s mission has always been to inspire and empower creative exploration, discovery, and self-expression in every child. According to Anna Roca, Head of Global Partnerships at Crayola, this collaboration brings that mission to life boldly and unexpectedly. By transforming one of the world’s most beloved family experiences into an imaginative journey, the partnership injects creativity into everyday routines and invites kids to take ownership of their own stories.

The visual identity of the campaign reinforces that message. Happy Meal boxes and advertising feature imaginative illustrations created by children themselves, celebrating authentic creativity rather than polished perfection. For the first time, Crayola has become a supplier of colored pencils to McDonald’s, further integrating creativity into the customer experience. Crayola’s creative intellectual property is integrated across all marketing touchpoints, ensuring consistency and depth throughout the campaign.

For parents, the collaboration answers a growing desire for meaningful, hands-on play. For kids, it offers a creative adventure that does not end at the restaurant, but continues at home and online. As Sheila Hamilton, Senior Director of Global Brand Marketing at McDonald’s, explains, the goal is to create fun, surprising, and engaging experiences that connect with families in meaningful ways. By putting kids in control of their own narrative through culture, creativity, and play, McDonald’s reinforces its role as more than a meal. It becomes part of the story of growing up.