Turning Toys into Trays.
As one of the world’s largest restaurant companies, McDonald’s has the responsibility and opportunity to take action on some of the most pressing social and environmental challenges in the world today. Using our Scale for Good, McDonald’s Japan wanted to put old Happy Meal toys to good use. And through this first-ever initiative, prove there is value for the brand in supporting programs that recycle our Happy Meal toys.

Kids love Happy Meal toys. But as the toys pile up, parents stress out.
McDonald’s Japan wanted to offer a way for kids to feel better about saying goodbye to their old toys while giving parents a chance to share an important lesson in sustainability. This is the story of how kids part with their old Happy Meal toys but meet them again with a renewed smile! And help shape a positive feeling towards our brand.


Tambuli Awards Bronze

JPM Planning Solution Awards Silver

MAA The Globes Awards Silver