McDonald’s introduced the Happy Meal nationally in 1979.
The Happy Meal combined a child-sized meal with a toy, creating a branded experience aimed specifically at families. The concept had been tested in selected markets before becoming a national McDonald’s product in the United States.
Its name is sometimes mixed up with earlier regional children’s meal promotions, but “Happy Meal” became the enduring national brand. The familiar box design and collectible toys helped make the meal a major part of McDonald’s family-oriented identity.
The promotion also changed how fast-food companies marketed to children. Instead of advertising only individual menu items, McDonald’s packaged food, play, and character licensing into one recognizable branded product.