Our name is happymealbox – as some readers may guess, it's actually "Happy Meal" from McDonald's, a promotional model for food packages with toy giveaways. The carton is not a delicate gadget, but it can bring a happy time to the children. Like these insignificant little things we've shared with you, hopefully they can also be a treasure trove for some readers.
The thing I'm sharing with you today really has to do with our name.
In 2019, McDonald's "Happy Meal" celebrated its 40th birthday, and from November 7 to 11, more than 90 countries and regions around the world launched a time-limited period, replicating the 17 most popular toys in 40 years.
Family portrait of 17 toys
These 17 toys must be aimed at big friends over the age of 20 or 30, because they are basically from the 1980s and 1990s. This kind of plastic toy may be difficult to have any attraction for children now, and even with the continuous change of McDonald's own positioning, "children" have long been no longer McDonald's main consumer group.
But today I still want to talk to you about the "happy meal" and the "happiness" it represents in the past.
An idea born in Guatemala
Happy Meals in various countries in the world have different names, such as "Happy Set" in our country, "Happy Set" in Japan, "Cajita Feliz" in Spain. The standard menu of Happy Paradise meals is generally divided into a main food (burger or a small portion of Mala chicken nuggets), side dishes (fries or apple slices or vegetable cups), soft drinks (milk or juice), and the combination varies according to local customs, sometimes depending on the size of the chain. The emergence of apple slices is to pay attention to children's nutritional balance and get rid of the notoriety of fast food breeding obese children.
A "happy meal," but I really don't want to eat apple slices in a plastic bag
In the mid-1970s, a woman named Yolanda Fernández de Cofiño and her husband ran a McDonald's franchise in Guatemala, and out of concern for women who were mothers, Yolanda created a mini-order menu with fries and sundaes in a small size, with the aim of freeing mothers who had broken their hearts for their children's diet and allowing families with children to create a better dining experience. And the children, like a little master, tilt their heads and make their own choices in the menu with a serious face, get their own unique and completely different from their parents' share of food, and help the children build up a sense of self-confidence.
Yolanda (left) receives a mcDonald's award
A small change in Yolanda's service to children caught the attention of McDonald's head office in the United States, and in 1977, a St. Louis regional manager named Dick Brams decided to promote the children's package locally. Initially, he commissioned two advertising agencies to develop promotional plans: Stolz in St. Louis and Bernstein-Rein in Kansas. Stolz proposed a "Fun to Go" solution, while Bernstein-Rein offered a "Happy Meal."
Stolz's "Fun to Go" solution
Bernstein-Rein's Happy Meal Program
40 years later, Bernstein-Rein co-founder Bob Bernstein
Bob Bernstein holds the prototype of the Happy Meal package of that year, and the rounded shape on the side of the box is slightly different from the final version.
Both companies' solutions start with patterns on the packaging, and both incorporate comic and puzzle-solving games. This was not an innovation at the time, but it was also a food for children and teenagers: breakfast cereal boxes have been designed since the 1950s and 1960s, and small toys are included. This is where the inspiration for Happy Meal comes from.
Cereal breakfast in a box of Kellogg's
Bernstein-Rein assembled a team to make a small house-shaped lunch box out of cardboard, and the handle of the lunch box was designed in the shape of McDonald's signature golden arch. They then contacted many children's illustrators and asked them to use the lunch box as a drawing board to use their imagination, from mascots to illustrations, jokes, guessing games, maze games, no child can escape this unprecedented dining enjoyment.
A kaleidoscopic and fun lunch box with small burgers, chips, drinks and small gifts, this new service for children, "Happy Meal", was first introduced in Kansas, USA, in October 1977, followed by television, radio and in-store posters. In 1979, "Happy Meal" officially began to be promoted nationwide.
The first formal packaging, the theme is "Caravan" (Circus Wagon)
Star Trek began a new means of promotion
In the early days of the birth of Happy Paradise Meal, more attention was paid to the packaging of the outer box, as for the accompanying toys, they were all rough and simple plastic products, such as watch-type coin purses, gyroscopes, template rulers, small combs or erasers figures (erasers figures).
A watch-shaped coin purse that came with an early Happy Paradise meal
Diener's rubber toy Space Raiders
But soon, McDonald's came up with a way to promote the hit movie, and the idea was for the children to plead with their parents to take them to a meal related to the movie before watching the movie. As a first-time test of the waters, McDonald's chose the movie "Star Trek," which was released in December of that year. This time, the Happy Paradise Meal sold 5 packaging boxes printed with different comics and puzzle solving games, and the package gave away a communicator-shaped toy, which shook the communicator's rocker, and the communicator's window could scroll through the comic strips; there was a small blue box made of plastic that could be worn as a ring on the hand; a paper game board, and the person who reached the end first would become the character V'ger in the movie; a piece of transfer paper; and a plastic bracelet with the heads of the crew. The happy meal also has its own name: Star Trek Meal.
This happy meal has also become a classic collection of Star Trek fans.
A lot of effort has been put into the packaging
The Episodes of the Star Trek series began airing in the 1960s and also aired animated TV versions in the 1970s, and have loyal fans of multiple ages. McDonald's bet on the right treasure, fast food restaurants are competing to buy happy paradise meals are not only children.
Interesting collaboration
For 40 years, in addition to developing McDonald's own mascots and food-related toys, Happy Meal has also been linked to popular dramas, movies, games, animations and other toy brands.
1. Muppet show
From September 15, 1984 to November 2, 1991, an animated version of Jim Henson's Muppet Babies began airing on CBS, a play about the muppets' childhood in kindergarten.
It's so cute
Between 1987 and 1991, Happy Paradise Launched the Toys of the Baby Muppet Show several times, and in June 1987, Baby Comey Frog who skateboarded, Miss Pig who drove a pink car, Gonzo, a baby on a tricycle, and Foz Bear on a Trojan Horse, each with its own packaged lunch box. McDonald's also introduced a food tray liner patterned with a game board in which toys can play as pawns.
Promotional posters
Promotion of the toy in McDonaldland Fun Times
Each toy has its own own packed lunch box
The Canadian region also added animal, the drummer of the band "Dr. Teeth and the Electric Mayhem", and the carrier of the baby animal is a children's toy trailer.
Exclusive to Canada, Baby Animal
The characters of this set of toys are separated from the vehicle, and children can enjoy the role and the vehicle interchange. In addition, the early and middle happy meals will also launch one-piece molding toys for children under the age of 3, this time it is the baby Comey frog and the baby miss pig on the roller.
Version for children under 3 years of age
In 1990, Happy Meal released its second set of Toys for the Baby Muppet Show: Baby Comey Frog driving a tractor, Miss Pig on a tricycle, Baby Gonzo driving an airplane, and Foz Bear driving a mining car, and four vehicles connected by hooks. This toy is only available in parts of the United States.
Promotional poster for the 1990 version
Four toys
In 1993, Happy Meals also launched a set of "Baby Puppet Show" toys in Europe, continuing the style of the previous two versions.
1993 European edition
In addition, in 1988, Happy Meal also launched a set of three "Baby Muppet Show" storybooks.
Promotional poster for storybooks
Three storybooks
Packed lunch boxes for each storybook
In 1994, to celebrate the 15th anniversary of Happy Meal, McDonald's released a set of 15 playsets, "Happy Birthday Train", and "Baby Muppet Show" and other characters and brands that have collaborated with Happy Paradise Have made a comeback. The 15 toys are started by Uncle McDonald and HappyLand lunch boxes, which can be linked to each other in the form of a train.
This is also a relatively rare toy in the collection market
Family portrait of 15 toys
In 1994, McDonald's also launched the toys for the original The Muppet Show.
The head of the toy can also be opened
In addition, between 1983 and 1987, Jim Henson's other Muppet animation, Fraggle Rock, was broadcast at the same time, and in 1995, Happy Meal launched the related toy.
The Muppets in Fraggle Rock
Muppets and cute vegetable carts
Fraggle Rock's lunch box
2. Ghostbusters
In 1984, Ghostbusters was released, a comedy film that had a profound impact on pop culture. The 1986-1991 animated series Real Ghostbuster, based on the film, also aired, and this time Happy Meal introduced five stationery, including a transparent pen bag, ruler, pen turner, sticky note paper and eraser, pencil and pen cap.
Ghostbusters movie version poster
The classic scene of marshmallows making a big fuss about New York
Ghostbusters TV Anime Edition
Promotional poster for Happy Meals
Box, the scenes are: ghost hunting headquarters, classrooms, libraries and museums
Part of the original painting of the box
3. Disney
Today's film giant Disney holds the rights to Marvel, Star Wars and PIXAR. Although Disney in 1987 did not yet have the above IP, Mickey Mouse and many animated feature films were enough to make countless children grow a few pounds of meat. Most of Disney's newly released animated features will first be promoted through the toys of Happy Paradise.
Bambi (1988)
Duck Tale (1988)
“Mickey's Birthdayland”
On the 60th anniversary of Mickey Mouse's birth in 1988, Disneyland® Orlando opened a temporary area for Mickey's Birthdayland in the park.
The Little Mermaid: Four Toys to Take to the Tub (1989)
Chip 'n' Dale: Rescue Rangers (1989)
Tail Spin (1989)
The Rescuers Down Under (1990)
Snow White (1993)
Happy Meal Toy from the Old Movie 101 Loyal Dogs (1991)
101 spotted dog toys
In 1996, Disney remade 101 Dalmatians, and Happy Meals launched a luxurious promotional product: 101 spotted dog toys, accompanied by a hand-held storage box with a spotted pattern.
Today, the toy is worth about $240 in the collectibles market (1996).
"101 Loyal Dogs" snowball souvenir released in the same year (1996)
Toy Story 2 (1999)
Toy Story 4 (2019)
Return to Never Land (2002)
4. Warner Bros
Disney's cartoon star rival Warner Bros., who celebrated his centenary birthday in 2018, is now WarnerMedia, which also holds major rights in many popular markets, such as Warner Bros. 's own cartoon star Looney Tunes, DC, Harry Potter's movie rights and "Peanut Village." (Peanuts) TV rights and so on.
Some of the stars of "Le Yi Tong"
Happy Meal 1989 Happy Meal
1993 LeYi Tong Toys
A promotional toy for the release of Space Jam in 1995
Between 1990 and 1993, Warner produced and aired the Tiny Toon Adventures animated series. During this period, Warner cartoons gradually disappeared, and the company's executives saw that such themes as "Baby Puppet Show" and "The Flintstone Kids" (the childhood version of "Modern Primitives") became popular and started the idea of their own cartoon stars. Warner entrusted the idea to Steven Spielberg, and at his suggestion, the characters in Mini Music eventually had a mentor-apprentice relationship with the characters in Music —it wasn't until 2002 that Warner made Baby Looney Tunes, the real childhood story of the characters. In 1991 and 1992, McDonald's launched two "Mini Fun One Pass" happy meal toys.
The children of "Mini Music Pass"
Toys from 1991
Toys from 1992
A 1992 toy for children under 3 years of age
After the end of "Mini Music", Warner launched a new comedy animation "Animaniacs", which was also supervised by Spielberg. "Carnival Three Treasures" has a total of 99 episodes, each episode of animation is imitated in the form of variety shows, including a variety of variety of short stories, and thus a large number of character performances.
A character in The Three Jewels of Revelry
Happy Paradise Meals launched the "Carnival Three Treasures" toy in 1993
Happy Paradise Meals launched the "Carnival Three Treasures" toy in 1995
Lunch box for toys in 1995
In 1991, McDonald's and "Happy One Pass" once again linked up to launch the "Super Looney Tunes" happy meal toy, Bugs Bunny, Duffy Duck, Pig Sister and Bigmouth played Superman, Batman, Wonder Woman and The Flash, respectively, all four toy characters have a detachable coat, as well as a comic book story.
Super Happy One Pass Toy
Character-only comics that come with the toy
On Christmas Day 1993, the theatrical version of Batman: Mask of the Phantasm was released, and Warner and McDonald's launched a set of 8 animated series of character toys. The Phantom Man is also the only Batman animated film ever released in theaters. Despite the poor box office, it seems that this 1990s animation is still moving in terms of plot and art.
A large collection of animated series characters
5. Peanut Village
In both 1989 and 1990, Happy Meals introduced Peanuts toys.
Toys from 1989
Charlie Brown in a 1990 playset for children under 3 years old
Around 1999, Happy Meals launched Snoopy's exclusive toy "Snoopy World Tour 1& 2", which is two large sets with 28 toys each, and it is necessary to eat many children's meals to collect Qi Kezhen.
Snoopy World Tour
Snoopy World Tour 2
Snoopy World Tour 1&2 hand-held storage box
The first Peanuts comic was born on October 2, 1950 (Snoopy first appeared on October 4), and it took 50 years until the death of Charles M. Schulz on February 13, 2000, when it took 50 years. In 2000, Happy Meal launched a toy to celebrate Peanuts Comics' 50th birthday. That same year, McDonald's Asia (including Chinese mainland) introduced another set of plush Snoopy toys that needed to be exchanged, and I had an astronaut-shaped Snoopy myself, wearing an orange spacesuit and a transparent helmet with only a little orange.
The protagonist of this set of toys is still Snoopy
Food packaging bags
The Asian version of the exclusive toy, this set of toys is much larger than the average Happy Meal toy
When it comes to Snoopy's astronaut look, readers who like Peanuts comics and Snoopy must know his relationship with NASA. In 1969, NASA chose Snoopy as its mascot, and in the simulated lunar mission of Apollo 10, NASA referred to the command module as "Charlie Brown" and the lunar module as "Snoopy". NASA's Honorable Mention for Best Employee is called the Silver Snoopy Award, which is shaped by astronaut Snoopy's silver brooch.
Snoopy Moon Landing comic
Snoopy Silver Medal
(Thomas P. Stafford) reached out and touched the nose of Snoopy's doll, hoping to bring good luck
Therefore, Snoopy has a lot of toys in the image of an astronaut, in 2019, Happy Meal and NASA, Snoopy jointly launched a series of toys, this set of toys in different regions has two versions, one version is a set of 4 models, the other version is a set of 10 models.
A set of 4 models
A set of 10 models
In fact, Happy Meal has launched Peanuts Comics (especially Snoopy) toys many times, and one of the ones that I think is relatively high level comes from the promotional toys when Snoopy and Charlie Brown: The Peanuts Movie was released in 2015.
It seems to have taken a lot of thought
6. Hasbro
In 1981, Hasbro introduced a set of toys for the girls market, "My Little Pony", and until the early 1990s, The Pony was one of the most popular toys for girls. In 1986, Hasbro packed up My Little Pony 'n Friends by packing up My Little Pony 'n Friends, which was broadcast on television for the first fifteen minutes and the daily rotation for the last fifteen minutes in Potato Head Kids, The Glo Friends, and Moon Dreamers.
Happy Paradise Meal has repeatedly launched Pony Paulie's toys
"The Egghead Kid"
《The Glo Friends》
《Moon Dreamers》
Appearing as a father in Egghead Boy is another toy from Hasbro: Mr. Egghead. Potato Head), this toy is also familiar to domestic audiences because it appears in Toy Story. In the United States, Mr. Egghead has been popular since the 1950s, and the original toys were only plastic plug-ins such as ears, eyes, noses, hats and shoes, which children could insert on potatoes or other foods at will, until 1964, when a toy with a plastic potato body was actually introduced.
Mr. Egghead, who appeared in Toy Story
The first generation of Mr. Egghead
In 1987, Hasbro's subsidiary for young children, Playskool, introduced a set of 12 egghead boy toys in which the character's hat and shoes had a pair of different color accessories. These toys are sold in the form of hanging cards. But the first fast food to work with Egghead Kids wasn't McDonald's, but Wendy's, and their Children's Meals introduced a set of six new Egghead Kids Meals in 1987; in 1992, Happy Meals reproduced eight of the first 12 toys from Child's Best. Players who were reluctant to remove the hanging card at that time also really played with this toy because of the hamburger.
12 family portraits from 1987
A complete package of egghead boys from Erlebao
The food paper bag of Happy Paradise Meal is painted with eight toys with reproductions
Wendy Burger
6 new stylized Wendy's burgers for kids with eggheads
7. More collaboration
Polly Pocket (1995)
Mighty Max (1995)
Hello Kitty (2001)
LSI consoles in partnership with SEGA (2003, 2005, 2006)
Smurfs: The Lost Village (2017)
Peter Rabbit (2018)
Writing so much, it is only one in ten two, you know that McDonald's is a toy!