McDonald's has just launched Lil McDonald's Happy Meals, a collection of miniature food items and restaurant fittings.

The tms agency is leading the global effort, targeting Generation Alpha and Gen Z.

Released in the U.S. on July 1, the program is rolling out to McDonald’s markets worldwide. Japan, the final market, will launch in spring 2026. The 21-piece Lil McDonald's toy collection includes a miniature Happy Meal, iconic McDonald's menu items and miniature branded delivery truck.

Tms' multichannel campaign spans toys, digital and retail. Some 25 toys were developed by tms’ in-house packaging agency Boxer Brand Design. Franchises can decide what to include, according to local preferences. The Happy Meals haven't changed.

In addition, tms designed in-store marketing materials, including merchandise units, retail posters, drive-thru units, menu boards and ordering kiosks.

Claire Soper, vice president, client engagement, McDonald’s global at tms, said, “Having worked with McDonald’s for 25 years, Gen Alpha is the third generation of kids growing up with tms-designed Happy Meals. We’re thrilled to keep the magic going with Lil McDonald’s.”

Wieden+Kennedy managed campaign communications for television, online video, social and paid media. 

Client work for tms also includes Samsung, Adidas and Cumulus.