The Happy Meal was the McDonald's promotion introduced in 1979 specifically for children.
The meal combined a child-sized serving with a toy, making the package itself part of the brand experience. It was created for McDonald's in the United States by advertising executive Bob Bernstein and was rolled out nationally after earlier regional testing and development.
The Happy Meal expanded McDonald's branding beyond the restaurant sign and mascot. Its box, toy partnerships, movie tie-ins, and changing visual designs gave children a recurring reason to recognize and request the product. The format was later adapted in markets around the world.
The Happy Meal is sometimes confused with an ordinary children's menu or with McDonaldland promotions. Its defining branding feature is the bundled toy and child-focused presentation. The exact food choices and toys have changed by country and period, but the name has remained closely linked with McDonald's family marketing.