Birth of the Happy Meal
It’s
called “Joyeux Festin” in Quebec, “Cajita Feliz” in Puerto Rico, and “Xenni
Min” in Ukraine. Whatever you call it, one thing is certain: kids all over the
world enjoy the Happy Meal - one of the main attractions of the fast-food chain
McDonald’s. This special kid’s meal first appeared in Kansas City in 1977.
The
Happy Meal is so-named because it comes with a toy in addition to the usual
McDonald’s treats. In the United States, this is served together with a side
order of fries or sliced apples with a
caramel dip, a 12-ounce soft drink, milk, chocolate milk, orange juice
or apple juice, and a hamburger, cheeseburger, or chicken nuggets with dipping
sauce. The items are packed in a small box or paper bag with the McDonald’s logo.
The
Happy Meal was conceived by Bob Bernstein, founder and CEO of Bernstein-Rein
Advertising based in Kansas City. Since 1967, McDonald’s has been one of the
agency’s many valued clients. In 1977, McDonald’s consulted Bernstein for a
better way to make kids happy while visiting the place with their parents,
Bernstein suggested giving children their own special meal instead of sharing
their parents’ food.
Inspired
by his own son who was fascinated with the goodies inside cereal boxes,
Bernstein asked his creative team to make lunch pails out of paper boxes with
McDonald’s Golden Arches for handles. The tops and sides of the boxes were
decorated with games, jokes, comic strips or anything that would appeal to
kids. Inside the box was a burger, some fries, cookies and a toy. Thus, the
Happy Meal was born in Kansas City in October 1977 and was heavily promoted
through TV and radio spots. For making kids all over the world happy, Bernstein
was rewarded with a full-size bronze replica of the Happy Meal box in 1987.
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