McDonald’s has partnered with Crayola and creative consulting agency tms to introduce a new imaginative Happy Meal campaign designed to encourage creativity among young consumers. The promotion, titled “Planet McDonald’s,” launched in the United Kingdom on March 6, 2026, and combines physical toys with an interactive digital experience aimed primarily at Generation Alpha.
The limited-time campaign features a collection of 10 space-themed toy sets, each designed to spark artistic expression and imaginative play. The toy lineup includes Crayola pencils, spiral art kits, coloring activity books, glow-in-the-dark posters, stencil art packs, rubbing stations, and themed activity figures. All items are inspired by cosmic elements such as astronauts, rockets, and playful alien characters, reinforcing the campaign’s space exploration theme.
Beyond the toys themselves, the initiative extends into a digital gameplay experience accessible through a code included on each Happy Meal box or toy package. The online adventure allows children to enter a customizable “Planet McDonald’s” universe where they can explore animated galaxies, color alien worlds, and interact with space-themed characters. Players pilot a virtual spaceship across different planets, where they can add their own artistic touch to the environments before watching their creations come to life. Creative development for the campaign’s advertising assets was led by Leo Burnett’s UK team, while tms handled the strategic planning, toy production, digital experience, and brand partnership coordination.
According to McDonald’s Global Family Marketing Manager Maria Liang, the collaboration demonstrates how combining physical play with digital creativity can inspire imagination in young audiences. The promotion will run in the UK until March 23 before expanding into other international markets.
