tms creates a spooky soft experience with Squishmallows and McDonald’s UK

This Halloween season, Squishmallows brought squad-ghouls to McDonald’s Happy Meal®! The Squishmallows Halloween Happy Meal® ran exclusively in the UK and ROI from October 11 to 31, featuring plush toys with unique and colorful personalities that unite the world through universal cuddly experiences everyone can enjoy! They are considered the number one selling toy by The NPD Group and have received seven Toy of the Year Awards for their cuddly friends.

The Halloween Happy Meal® included six spooky yet soft Squishmallows toys — Drake the Dracula, Bella the Spider, Wade the Werewolf, and more! The Happy Meal® boxes were eerie-sistably festive, with different characters featured in a spooky pumpkin patch! The family fun packs and activation kits with frightfully fun games and activities allowed families to continue the ghoulish games at home. On top of all the thrills, McDonald’s also gave out the book ‘I Can Champion Change’ with all Happy Meals® as part of their Little People, Big Dreams reading series.

tms was involved with many aspects of this campaign. We were responsible for the toy development and packaging, as well as all digital play elements. We also managed the Little People, Big Dreams book development and fruit packaging. tms designed all point of purchase retail media, including in-store posters, drive-thru banners, digital window screens, and digital menu boards.

While this promotion has ended, make sure to check out our new Squishmallows Autumn Happy Meal® campaign!