EXTENDING PLAY BEYOND BOUNDARIES
McWorld
McWorld was a fully-realized virtual world acting as an extension of Happy Meal play online. Upon visiting, kids would be greeted by a world map which would take them to destinations filled with games, activities, and quests.
MCode
Every Happy Meal toy came with an insert containing a unique code that could be used to download new skins for your avatar-most typically pairing with the content of the existing Happy Meal program.
CONTENT MANAGEMENT
Every Happy Meal program paired to new content in McWorld resulting in new game design, skins, quests, artwork, and imagery featuring Happy Meal toy licenses. This kept our team busy refreshing our content with new characters and destinations on a 3-4 week schedule.
