tms’ Celeste Pang shares her dynamic role working on Happy Meal®

For Celeste Pang, Manager of Promotions Management, her career at tms has presented exciting opportunities to grow, both personally and professionally. In Celeste’s role, the ever-changing landscape of McDonald’s Happy Meal® toy promotions means her work never stays the same. Each new wave of toy innovation has brought unique problems to solve, chances to explore, and opportunities to connect as a team.  

How would you describe your role as Manager of Promotions Management?  

There are two aspects of my role:  

First, as part of the Happy Meal Category Management team, I work primarily with the supply chain stakeholders for our 13 markets in Asia. This includes everyday operational tasks such as ensuring that each container arrives on time, as well as supporting any crisis resolution. For example, I would jump in if a market were to encounter a change in government regulations or a break in supply.   

The second part is to support our Asia markets in ad-hoc promotions outside of Happy Meal. This could be for promotional items ranging from mahjong sets to party hats.   

Do you ever find that variety or change challenging?   

I appreciate it! Think about how the toy has transformed over the years – in the past, it might have been a simple plastic figurine designed for a child. Today, it’s often much more nuanced. There are collaborations with different brands that tap into cross-generational fandoms. The play experience is not just about the toy – it extends to a digital game experience on your mobile phone. The Happy Meal box and packaging has also evolved to become much more interactive.  

What are some of your favorite promotions you’ve worked on throughout your time at tms?  

The promotions I’m the proudest of are the campaigns that get people talking. In 2024, my favorite promotion was the collaboration with Crocs. I truly enjoy watching everyone’s reactions when unboxing their Happy Meal® toy and trying out the accompanying digital experience. Sometimes, friends reach out to me and ask, “I am missing one last toy in the Sanrio x Yugi-oh! program, where can I get it?” or say “Hey, that Squishmallows promotion was great!” These little comments brighten my day. I love knowing that people are genuinely excited about the promotions and appreciate the great products we have.  

Do you ever have a sense of which promotions are going to capture popular imagination before they’re released?  

It’s very hard to predict what will be popular these days, especially with the influence of social media—it’s not just toys that are always changing, it’s popular culture as well. For example, the recent Mario Kart toys were popular even though that game has been around for a long time – you never know!   

Finally, what would you say sets tms apart as a place to work?  

Learn more about our work for McDonald’s, including the recent Feel-Good Marketing Award we recently received for our contributions to a year of record-breaking Happy Meal sales in Japan.