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McDonald’s launches plastic-free Happy Meal

Fri 22 Jan 2021 | 08:06 am GMT
Michelle Urquhart | Products of Change Writer

Top Trumps Happy Meals will be available until 16 February

The Marketing Store’s UK team worked with McDonald’s on their first ever paper-only Happy Meal which will contain Top Trumps cards. Top Trumps is a popular children’s trading card game in the UK that has been around for more than 40 years. There are a number of different editions, each one packed full of facts and stats. For McDonald's, the Marketing Store worked with Top Trumps licensor Winning Moves to develop 10 different card games based on the standard game, but adapted them to fit Happy Meal’s aged 4 to 6-year-old audience. The move to a plastic-free Happy Meal is in line with McDonald’s broader sustainability goals, with all Happy Meals from now on containing fibre-based toys, soft toys or books. Additionally, all UK Happy Meal will now include instructive messages to help consumers recycle both the packaging and the toy. To develop these, the Marketing Store worked closely with the UK’s key recycling specialists, OPRL (On-Pack Recycling Label) and Wrap, to agree on the best recycling messages. Geoff Smyrk, TMS global creative product director, said “This is a significant milestone for sustainability. The team has worked very hard to make sure we bring a sustainable product that delivers a high perceived value to market. Top Trumps is an incredibly popular card, game in the UK and has been for more than 40 years so it was a fantastic license to work with for this specific brief.”
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