McDonald’s blanks out the Happy Meal box to help kids ‘draw how they feel’

McDonald’s UK has removed the iconic red from its Happy Meal box for the first time ever — replacing it with a completely blank design.

The white “Draw How You Feel” boxes, launched in partnership with BBC Children in Need, come with crayons and invite kids to decorate their own packaging — a creative prompt to help families talk about emotions.

Running from 5–18 November, the nationwide activation is supported by Kimberley Walsh, who said she often finds her children “calmer and more open to chat when they’re drawing.”

The idea follows last year’s Cannes Lions-winning campaign which saw the removal of the iconic smile from the boxes as a conversation starter for kids and their families to discuss their feelings.

Research behind the campaign found that 73% of kids find it easier to talk about feelings while drawing, and 88% of parents say creative play helps start those conversations.

Families can also access free art-therapy resources on McDonald’s Family Hub.

Agency Ready10 developed the idea, working with McDonald’s partner agency TMS to build the campaign visual ID and in-restaurant assets.

Ben Fox, Senior Vice President, Chief Marketing Officer, McDonald’s UK & Ireland, said: “Our partnership with BBC Children in Need has helped McDonald’s to play a vital role in supporting young people across the UK and Ireland. By launching nearly four million limited-edition Happy Meal® boxes we are able to reach families in-restaurant and at home through McDelivery®, as we provide them with the tools to get creative and encourage conversations that support children’s wellbeing.”

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