tms, McDonald’s, and the Minions from Despicable Me 4 work together to “help save the smiles”

tms, McDonald’s, and Universal have teamed up to help Gru and the Minions “help save the smiles” for the Despicable Me 4 Happy Meal. This action-packed promotion is running in 84 markets throughout the summer of 2024.   

The campaign, which has garnered widespread social media attention and excitement, places the focus on the Happy Meal brand, making the Happy Meal box central to the story. tms used McDonald’s iconic brand imagery to creatively portray the Minions’ dilemma by depicting a smile being stolen off the Happy Meal box. 

To include the user into the hunt to save the smiles, tms created a digital experience that allows players to become a secret agent to help Gru and his fellow Minions collect as many smiles as possible – simply input the three-digit code from the toy into the app or online to play!  

tms’ Future Lab, our team dedicated to innovating sustainable solutions for McDonald’s toy and game design, sourced the Happy Meal Minion toys to be made from Mass Balance PP plastic, and customers can create their custom Superminion by mixing and matching their outfits. In some markets like the UK and France, a more sustainable “Aluminion” toy has been created out of Aluminum, consisting of a double-sided container that can be customized with stickers on either side and are filled with activity sheets.   

In restaurants, customers have access to activity sheets where they receive activities like find the stolen smiles, a board game, or a wearable spy kit! There is also a limited-edition Despicable Me 4 book to support the Happy Meal Readers initiative.  

Learn about previous Happy Meal campaigns tms has supported as lead agency, such as the PLAYMOBIL Wiltopia Happy Meal.