McDonald's plots 'educational' giveaway with Happy Meals

by Gemma Charles, Marketing 01-Jul-08, 08:00

LONDON - McDonald's is planning a global overhaul of its Happy Meal toys as part of a wide-ranging push to improve the image of its flagship children's food offering among parents.

The fast-food restaurant chain is developing a range of educational toys, such as puzzles and brainteasers, ahead of a 2009 launch, according to McDonald's insiders.

It is understood that it plans to shift away from figurines, which could spell the end of its long-standing strategy of licenced character tie-ups with animated blockbuster movies.

As part of its drive to improve perceptions, this week McDonald's launched a £5m campaign promoting the quality and provenance of the ingredients used in its food.
A TV ad, created by Leo Burnett, features families planting flower beds in the shape of a cow, chicken and a sack of potatoes.

The overhaul comes as rival Burger King embarks on its first promotional work aimed at mothers, following its decision 18 months ago to stop advertising to children. To promote the national roll-out of its Angus mini-burgers, it is running a press campaign created by Crispin Porter & Bogusky in women's magazines.

McDonald's global headquarters was unavailable for comment.