Since introducing the Happy Meal in 1977, McDonald’s has consistently used pop culture partnerships to drive customer traffic and remain relevant across generations.
Today, McDonald’s sells more than 1 billion Happy Meals worldwide each year, making the product a meaningful contributor to its broader business strategy and long-term customer loyalty efforts.
While its rivals, such as Burger King and Wendy’s, have introduced their own kids’ meal concepts over the years, none have matched McDonald’s ability to sustain global demand or build the same level of brand loyalty at scale.
Kids’ meals have long served as a strategic tool for fast-food chains seeking to attract families and establish brand familiarity at an early age.
By combining smaller portions, bundled pricing, collectible toys, and themed packaging, these meals appeal directly to children while simplifying purchasing decisions for parents. Over time, that familiarity can influence dining preferences well into adulthood.
Beyond branding, kids’ meals also provide practical value for consumers. Bundled pricing offers families a predictable and more affordable option, an increasingly important factor as menu prices continue rising across the restaurant industry.
Now, McDonald’s is leaning further into that strategy with a new global promotion tied to one of the world’s biggest sporting events.
McDonald’s reveals the 2026 FIFA World Cup Happy Meal
McDonald’s (MCD) is partnering with Squishmallows to launch a limited-edition 2026 FIFA World Cup Happy Meal ahead of the tournament.
Each Happy Meal will include a collectible plush toy character dressed in a FIFA soccer jersey. The lineup is expected to vary by country and could launch at different times across international markets.
McDonald’s has not officially confirmed which countries will receive the promotion. However, food influencer and industry expert @Snackolator reported on Instagram that the U.S. launch is expected around June 9 and could feature more than 20 collectible plush toys.
Canada and Mexico are also widely expected to be included in the promotion rollout, aligning with the countries hosting the 2026 tournament alongside the U.S.
Why McDonald’s is launching a FIFA-themed Happy Meal
The 2026 FIFA World Cup marks the tournament’s 23rd edition and will be the first to feature 48 teams across three host countries: The U.S., Canada, and Mexico.
According to FIFA, the World Cup remains the most-watched sporting event globally. The 2022 tournament in Qatar generated record-breaking attendance and television audiences worldwide, reinforcing the event’s massive international reach and marketing power.
For McDonald’s, the partnership represents an opportunity to tap into one of the largest global sports audiences, raising brand visibility while increasing customer engagement through limited-time collectibles tied to a culturally significant event.
The promotion also fits into McDonald’s broader strategy of leveraging nostalgia, entertainment, and exclusivity to drive repeat visits and strengthen customer loyalty.
McDonald’s partners with Squishmallows to launch a limited-edition 2026 FIFA World Cup Happy Meal.
McDonald’s collaboration strategy continues to drive engagement
Fandom and nostalgia have become increasingly important parts of McDonald’s marketing strategy, helping the company deepen emotional connections with customers and strengthen long-term brand loyalty.
In recent years, the fast food giant has expanded those efforts by reviving some of its most recognizable Happy Meal toys and collaborations.
Last year, McDonald’s brought back its Squishmallow Happy Meal collaboration after a two-year hiatus, featuring 12 collectible designs. Demand became so strong that many toys quickly appeared on resale platforms at significantly marked-up prices, according to eBay.
A similar trend emerged with the return of McDonald’s Changeables Happy Meal toys, reintroduced after nearly four decades. Consumer demand spilled into the resale market, generating thousands of online listings, with some complete collections selling for hundreds of dollars, depending on condition and packaging, according to eBay.
Here’s some of my previous coverage of McDonald’s collaborations:
- McDonald’s unveils new Happy Meal in major collab
- McDonald’s drops 6 new drinks and a surprising fashion collab
- McDonald’s unveils 2 new adult Happy Meals, 5 menu items
The success of these promotions reflects a broader evolution in McDonald’s marketing approach. The company is increasingly blending food, entertainment, nostalgia, and collectible culture to create customer engagement that extends beyond the restaurant itself.
Value is becoming increasingly important in fast food
Value has become an important factor across the fast food industry as inflation continues to reshape consumer spending habits.
Prices for food away from home increased 3.6% during the 12 months ending April 2026, according to recent data from the U.S. Bureau of Labor Statistics.
At the same time, overall traffic in the food service industry declined by 1% in the quarter ending June 2025, according to Circana.
In response, major chains, including McDonald’s, Burger King, Taco Bell, and Wendy’s, have expanded value menus and promotional offerings to maintain customer traffic and consumer engagement.
“McDonald’s is not going to get beat on value and affordability,” said McDonald’s Chairman and CEO Chris Kempczinski in the company’s latest earnings call. “We’ve listened closely to our customers and adjusted along the way with a relentless focus on strengthening our value leadership.”
McDonald’s recently introduced an under-$3 menu and a $4 breakfast meal deal, with executives describing early results from its McValue 2.0 strategy as “in line with expectations.”
Circana also reported that value menu traffic recently returned to growth, rising 1% after several years of decline.
Kids’ meals are playing a larger role in this trend. Circana data shows that adults ordered 28% more kids’ meals in 2024 than in 2019, even as overall restaurant traffic declined.
“Although smaller than standard meals, kids’ meals satisfy that fast-food craving at a fraction of the price,” said Cheryl Kochenderfer, an industry writer for Food Republic.
Meanwhile, David Portalatin, senior VP and industry advisor for food and foodservice at Circana, emphasized that value now extends beyond pricing alone.
“Operational excellence in providing quality, affordability, great experiences, and convenience is what leads winning restaurants and their supply chain partners to greater success,” Portalatin added.
McDonald’s strategy delivers ongoing results
McDonald’s broader focus on value, marketing, and menu innovation continues to support financial growth despite ongoing pressure across the restaurant industry.
In the first quarter of 2026, the company reported:
- Revenue increased 9% year over year
- Operating income rose 12%
- Systemwide sales grew 11%
- Global comparable sales climbed 3.8%
- U.S. comparable sales were up 3.9%
“McDonald’s delivered this quarter. Our 6% global Systemwide sales growth shows how we executed with discipline, proving that we can drive results even in a challenging environment,” said Kempczinski in the company’s earnings statement.
“Our value leadership, breakthrough marketing, and menu innovation continue to serve up what customers want,” Kempczinski added.
Related: Coors brings back cult-favorite beer after 5-year hiatus