It’s safe to say that McDonald’s has never been afraid of shaking things up: from menu revamps to limited-edition collabs, the golden arches know how to grab attention.
But this time, it’s not about a new burger or dessert - it’s about something even more iconic.
The Happy Meal, that nostalgic little box of joy that’s been part of childhoods for decades, is about to look very different. What’s more, this is not just for a marketing stunt or a new movie tie-in. This change is tied to something much deeper, and it’s happening across the UK for the very first time.
From November 5 to November 18, McDonald’s will be swapping out its famous red Happy Meal boxes for an alternative, totally blank, white version.
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For the first time ever, the classic red cardboard is gone as part of a new limited-edition design, part of a campaign with BBC Children in Need: encouraging kids to get creative and ‘draw how you feel’ directly on their meal box.
As well as surprising customers, the chain hopes the new look will get families talking about mental health and emotions through art. According to research commissioned by McDonald’s, four in 10 children aged five to ten struggle to tell adults how they feel. However, 73% find it easier to open up when they’re drawing.
That’s where the idea for the new design came from, giving kids a literal blank canvas to express themselves.
Singer and mum-of-three Kimberley Walsh is backing the campaign, saying she’s proud to be involved. Reported by Metro, Walsh said: “Art and creativity have always played a big role in my life and now they’re a huge part of my parenting style, too. I find my boys are often calmer and more open to chat when they’re drawing.”
She added: “Children experience so many emotions every day, which can often be difficult to describe, so finding new ways for them to express those feelings is really important.”
The findings don’t stop with kids, either. McDonald’s research also revealed that 88% of parents find it easier to talk to their children about feelings when they’re doing some kind of creative activity. Meanwhile, one in five parents feels society isn’t doing enough to help kids express their emotions openly.
Simon Antrobus, Chief Executive Officer at BBC Children in Need, said: “Art and creativity can help to give children an outlet when words aren’t enough…We are thrilled to support this campaign, which turns a simple Happy Meal box into a fun, family-friendly tool for expression and connection, something every family can use to come together.”
Families can also get involved by donating to BBC Children in Need through the McDonald’s app using Rewards points or at tills and kiosks in restaurants.
And if you need a little inspiration, the fast food giant and BBC Children in Need have even created free resources for the Family Hub to help parents kickstart those important conversations.
Ben Williams