McDonald’s Is Introducing a Completely New Box Design for Its Happy Meals

McDonald’s UK and Ireland have launched a groundbreaking redesign of their iconic Happy Meal boxes for the first time in history, replacing the familiar red packaging with completely blank white boxes. Available from November 5 until November 18, these limited-edition “Draw How You Feel” boxes are part of McDonald’s partnership with BBC Children in Need to promote mental health awareness. Nearly four million boxes and crayons will be distributed nationwide, transforming the recognizable fast-food staple into a creative canvas for emotional expression. But why the dramatic change?

The Research Behind the Change

McDonald’s commissioned research revealed that 42% of UK children between the ages of five and ten find it difficult to talk about their feelings with adults, but 73% feel more comfortable discussing their emotions while drawing. The research also found that 88% of parents find it easier to talk to kids when they are engaged in a creative activity, and 47% feel that creativity facilitates open conversations and helps with bonding. However, one in five parents argues that society is not doing enough to encourage children to express their emotions openly. This isn’t McDonald’s first attempt to address this issue.

Building on Last Year’s Success

This initiative builds on last year’s “conversation starter” design, which removed the smile from the Happy Meal box during Mental Health Awareness Week. That campaign won recognition at the Cannes Lions and successfully prompted families to discuss feelings. This year’s iteration takes it a step further, handing creative control directly to children while equipping parents with resources through McDonald’s Family Hub. The evolution demonstrates McDonald’s commitment to addressing children’s mental well-being through innovative packaging design. So how exactly does it work?

How the Campaign Works

Each blank box comes with crayons to help kickstart conversations, allowing children to doodle, sketch, or scribble their emotions directly onto the packaging. The boxes are available both in-restaurant and through McDelivery services across the UK and Ireland. McDonald’s and BBC Children in Need have created a suite of free resources on the Family Hub, offering practical ways to use art to connect, understand, and celebrate the full range of emotions children experience every day. The campaign has also attracted some high-profile supporters.

Celebrity Support and Advocacy

Singer and mother-of-three Kimberley Walsh is backing the campaign, explaining that art and creativity have always played a big role in her life and parenting style. Walsh shared that she finds her boys are often calmer and more open to chat when they’re drawing, noting that children experience so many emotions every day, which can be difficult to describe. Her involvement helps highlight how creative activities can serve as practical tools for parents navigating emotional conversations with their children. But the partnership goes much deeper.

Partnership with BBC Children in Need

Simon Antrobus, Chief Executive Officer at BBC Children in Need, emphasized that art and creativity can help give children an outlet when words aren’t enough. He explained that strong, supportive relationships between children and the important people in their lives are critical in easing their worries and supporting their emotional well-being. The campaign turns a simple Happy Meal box into a fun, family-friendly tool for expression and connection that every family can use to come together.

McDonald’s Commitment to Young People

Ben Fox, Senior Vice President and Chief Marketing Officer at McDonald’s UK and Ireland, stated that their partnership with BBC Children in Need has helped McDonald’s play a vital role in supporting young people. By launching nearly four million limited-edition Happy Meal boxes, they are able to reach families in-restaurant and at home through McDelivery, providing them with tools to get creative and encourage conversations that support children’s wellbeing. This represents a significant investment in mental health awareness. There’s also a way to contribute directly.

Supporting the Cause Through Donations

Customers ordering through the McDonald’s App can donate the cash equivalent of their MyMcDonald’s Rewards points to BBC Children in Need. There is also the option to donate at McDonald’s restaurants at kiosks and tills. These donation opportunities allow customers to directly support programs that help children’s mental health and well-being. The integration of charitable giving into the campaign amplifies its impact beyond the packaging itself, creating multiple ways for families to participate in the initiative.

Currently UK and Ireland Exclusive

For now, the blank-box Happy Meal is exclusive to the UK and Ireland, marking the first time McDonald’s has launched blank Happy Meal boxes like this. Given McDonald’s massive global reach, it wouldn’t be surprising if a similar Happy Meal concept eventually lands elsewhere in the world. The success of this limited-edition campaign could pave the way for similar mental health initiatives in other markets. The approach demonstrates how major brands can leverage their platforms to address important social issues while maintaining their core business operations.

A Canvas for Connection

McDonald’s “Draw How You Feel” Happy Meal boxes represent a meaningful intersection of commerce and compassion, transforming everyday packaging into tools for emotional well-being. By giving children creative freedom to express their feelings through art, the campaign addresses a genuine need identified through research while providing parents with resources to support these conversations. This innovative approach to mental health awareness demonstrates how brands can use their reach and recognizable products to spark positive change, turning millions of Happy Meal boxes into opportunities for families to connect more deeply about what truly matters.