In McDonald's branding history, the Happy Meal became the first fast-food children's meal sold nationally in the United States in 1979.
McDonald's introduced the Happy Meal nationally in the United States in June 1979. It combined a child-sized portion of food with a toy and distinctive packaging, giving families a product designed specifically for children rather than simply a smaller adult meal.
The concept had earlier regional experiments. McDonald's advertising executive Bob Bernstein is widely credited with developing the meal's format, while local tests helped establish the combination of food, packaging, and collectible toy. The national launch turned that idea into a major part of McDonald's family branding.
The Happy Meal is often remembered mainly for its toys, but its branding also relied on colorful boxes and recurring partnerships with films, television programs, and characters. The name refers to the complete children's package, not to any single burger or sandwich. Menu contents and toy policies have changed across countries and over time.