Hatching a New Kit for McDonald's
I was asked by The Marketing Store to create the global Happy Meal kit for the Netflix launch of Jurassic World Camp Cretaceous; the first TV series in the franchise, and one of the first kits to implement the new visual identity for Happy Meal.
The Marketing Store design and manufacture all the toys for McDonald's, making them the biggest toy manufacturer in the world. Happy Meal kits are a crucial part of this, helping to create excitement and engagement with families worldwide.
Original concept sketches for internal presentation
The process began by drawing concept sketches. These were used to form a proposition that would theme the entire kit and give it purpose.
Key visual poster and Happy Meal box concepts
I then moved forward with the preferred concepts to create first versions for discussion with the clients. At this point, the themes centred around juxtapositions of scale and conceal/reveal: two familiar tropes in the Jurassic Park universe.
Client presentation cover
I put together a presentation of these ideas for the initial client meeting. Including a cover I created from scratch, to help build excitement in the project and start grounding Jurassic Park within McDonald's framework.
Landscape version of the key visual and Happy Meal box design
After feedback from the client and the licensor, we decided on a route that would capitalise on the characters from the series and the look and feel of the animation.
MDUI for the global market, US merchandiser and toy packaging with insert
A critical part of the kit are the units used to display the actual toys in the store and the packaging. These differ between various countries, so require individual solutions for each territory.
Coming Soon, Here Now and main window decals
There is a wide variety of POS that supports the kit, both internal and external. The window decals are especially important as they help to build children's anticipation for the toys. Happily, I was able to keep the approach of the original concept artwork for the Here Now and the Coming Soon decals.
Drive-thru signage and toy poster
Other signage is more functional and focuses on promoting the toys. This also extends to internal signage for staff, to inform them about the kit and its contents.
Various POS for the USA, Digital Comms poster concept
We had to find ways to promote the new interactive Happy Meal box. By scanning the smile with the Happy Meal app, families can reveal magical Augmented Reality experiences and bring the dinosaurs to life.
Camp Cretaceous was also used to launch paper construction toys in the UK, in line with McDonald’s broader sustainability commitments.
Client: The Marketing Store Worldwide, McDonald's, Netflix, 2019–2020
Role: Art Direction, Design
Deliverables: Creative, Design, POS, Presentation
