Minecraft

Launched under the line Yours to Build, our ambition was to create the world’s most playable meal for Minecrafters. We set out to merge worlds, with the Minecraft and McDonald’s both enhancing each other. We created custom blockified packaging, with specialty Minecraftified food items like a Spicy Nether Sauce. Each meal came with 1 of 6 collectibles, which unlocked special in-game characters in Minecraft. In our Happy Meal, we had boxes with pop-out elements, and toys that connected together when collected. The result was A Minecraft Movie brought to life, with McDonald’s at the center.