EUROPEAN HAPPY MEAL PDP (PREMIUM DISTRIBUTION PROGRAM)

I designed a series of seasonal Happy Meal PDPs for the European market, resulting in over 1.7 million orders with restaurants opting in based on predicted popularity with children.

Due to the multi-language European rollout, all designs were required to be completely language-free, relying on visual storytelling and intuitive play. Each concept also needed to incorporate the Happy Character (the animated Happy Meal box) ensuring consistency with the brand.

The creative approach focused on transforming each piece of card into an interactive, seasonal activity, encouraging imaginative play and repeat engagement.

Seasonal Concepts:

Winter / Spring
I created rabbit and polar bear finger puppets, with blank reverse sides that children could colour in to personalise their characters. The puppets included pop-out food elements to enhance imaginative play.

Summer
A holiday-themed activity pack featuring a pop-out puzzle, with a reverse side designed for colouring and additional interactive challenges.

Autumn
A series of nature-inspired activities, including:

  • A 3D tree with interchangeable autumn leaves that fall when shaken

  • An interactive owl book that opens and closes to simulate movement, with feeding elements

  • Competitive hopping badger characters with point-scoring gameplay, alongside a spinning “helicopter seed” feature

  • Wearable animal masks (hedgehog and fox), designed to attach to straws and be coloured in

Winter
A ski-themed, Snakes and Ladders-style board game, complete with counters—featuring ski lifts and slopes to guide gameplay.

Two of the concepts—the ski game and hopping badgers—proved especially successful and have been reprinted annually.

CONCEPT TO COMPLETION

  • Games & Activities

Scamp of the finger puppets and how they work.
WINTER/SPRING: I created these fun finger puppets which were blank on the reverse so kids could colour them in and create their own characters.
Scamp of Sycamore Helicopter and Hopping Badger.
AUTUMN: Race eachother with these hopping badgers and see how many points you can collect on the way! Throw your helicopter seed in the air and watch it spin on the way down!
AUTUMN: Make the owl talk and feed him bugs!
Talking Owl and Autumn Tree scamps.
AUTUMN: Create this beautiful 3D tree, put on all of the leaves and then shake it to watch them fall like a real tree!
WINTER: Pop out the counters and play this ski themed Snakes and Ladders style game, go up the ski lift and down the slopes!
SUMMER: Pop out the puzzle, colour the reverse and have fun doing the holiday inspired activities.
AUTUMN: Pop out these eye masks and put them on the end of a straw to turn yourself into a hedgehog or fox and colour in the reverse to create your own.