McDonald’s Happy Meal box goes blank to help kids ‘draw how they feel’

McDonald’s has introduced its first-ever blank Happy Meal® box across the UK and Ireland as part of a new campaign encouraging children to explore and express their emotions through creativity.

The limited-edition white box, developed in partnership with BBC Children in Need, replaces the brand’s familiar red design for a short period in November. The initiative aims to support conversations around children’s mental health and emotional wellbeing by inviting young diners to “draw how they feel” directly on the packaging.

This year’s campaign builds on a similar initiative in 2024, when McDonald’s temporarily removed the Happy Meal® smile to encourage discussions about feelings. The 2025 version takes the concept further by transforming the box itself into a creative tool for self-expression.

The idea was inspired by research commissioned by McDonald’s, which found that 42% of children aged 5–10 struggle to talk to adults about how they feel. However, nearly three-quarters (73%) said they find it easier to express their emotions when drawing.

Simon Antrobus, Chief Executive Officer at BBC Children in Need, said: Art and creativity can help to give children an outlet when words aren’t enough. At Children in Need we know that strong, supportive relationships between children and the important people in their lives is critical in easing their worries and supporting their emotional wellbeing. But we also know that it is not always straight forward to know where to start with these conversations. We are thrilled to support this campaign which turns a simple Happy Meal box into a fun, family-friendly tool for expression and connection, something every family can use to come together.

To support the campaign, millions of the limited-edition “Draw How You Feel Meal” boxes — each accompanied by crayons — will be available in restaurants nationwide from 5 to 18 November.

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.

The study also revealed that many children use colouring as a way to manage emotions, with 21% doing so when they feel negative and 43% when they feel positive. The initiative therefore highlights the role creative activities can play in helping young people communicate how they feel, while giving an iconic piece of packaging a new purpose.