tms and McDonald’s enter the world of A Minecraft Movie for its latest global campaign
Just in time for the release of the new movie, McDonald’s has partnered with Warner Bros. and A Minecraft Movie for its latest global campaign, supported by tms. Announced on March 20, A Minecraft Movie Happy Meal® and A Minecraft Movie Meal are “yours to build”.
For years, two of the most iconic fandoms have been shaping culture in their own ways, with Minecraft’s global player base of 160 million worldwide and McDonald’s serving Feel-Good Moments to 68 million global customers daily. From crafting pixel-perfect replicas of McDonald’s iconic Golden Arches to famous menu items, fans have shown their love for McDonald’s in Minecraft for over a decade. Now, these two worlds are coming together for the first time.
McDonald’s always has its finger on the pulse of pop culture, and this campaign continues that cultural currency by tapping into one of 2025’s most anticipated family film releases, A Minecraft Movie. By making the McDonald’s x A Minecraft Movie world ‘Yours to Build’, fans of all ages are getting an exciting opportunity for co-creation which is sure to delight fans of both brands worldwide.
tms created moments of joy for customers of all ages by bringing their McDonald’s Minecraft dreams to life through a captivating visual identity, exclusive toy offerings, unique packaging, and an enticing digital gameplay experience.
From adults to the youngest fans, everyone is invited to join in on the fun – A Minecraft Movie Meal stars six collectibles inspired by McDonald’s most beloved characters, while A Minecraft Movie Happy Meal features six recognizable Blockhead or Block World character toys from the movie and game. All 12 collectible toys were designed and sourced by tms – alternatively, customers may opt for a licensed Minecraft book created especially for this campaign.
To integrate the brand identities of A Minecraft Movie and McDonald’s, tms designed a blockified visual identity for the retail experience and packaging. With the help of our embedded branding and packaging design agency, Boxer Brand Design, we brought to life iconic characters from the movie by sourcing three variations of Sheep, Bee, and Creeper Happy Meal boxes, with special cutouts on the boxes as an extra element of fun. We also designed the A Minecraft Movie Meal box to resemble a gold blockified treasure chest. In addition, Minecraft fans can ignite their taste buds with the new Nether Flame Sauce, wrapped in collectible flaming red packaging.
Carrying the blockified visual identity into the digital experience, tms created a digital treasure chest quest experience which follows the storyline of A Minecraft Movie, accessed by scanning QR codes on retail displays and packaging. Focusing on the fun of resource collection and crafting, players first select the quest they would like to embark on and proceed to the gameplay to collect as many resources as possible. Using the resources they’ve gathered, players can craft three items to receive a reward.
A Minecraft Movie Meal gives customers a special chance to unlock character skins by scanning the collectible card that comes with their purchase, available for use in their Minecraft gaming account. In select markets, A Minecraft Movie Meal also comes with a collectible gift box containing blockified toy versions of McDonald’s most iconic characters like Grimace and the Hamburglar.
In select markets, tms sourced exclusive merchandise like tees, hoodies, tote bags, and socks that were available for McDonald’s loyalty members and seeded to influencers in the gaming community. Crew uniforms also got the special treatment, with exclusive crew shirts being used in certain countries.
Learn about other campaigns tms has supported for McDonald’s, including the recent “Want Prize with That?” program in Canada.
