McDonald's introduced the Happy Meal in 1979 as a meal aimed at children.
The Happy Meal combined a child-sized portion of food with a toy, creating a product that linked eating with collecting and play. McDonald's introduced it nationally in the United States in June 1979. The packaging itself became part of the branding, often using bright illustrations and themes that made the meal distinct from the regular menu.
The idea was not entirely new to the restaurant industry. McDonald's had tested children's meal concepts before the national launch, and other restaurants also marketed food to families. The Happy Meal nevertheless became especially influential because its name, box design, toys, and promotional partnerships formed one easily recognized package.
The contents have changed over time. Depending on the market and period, a Happy Meal could include a hamburger, cheeseburger, or chicken item, along with a side, drink, and toy. The toy has often tied the meal to films, television programs, or McDonald's characters, extending the brand beyond the restaurant visit.