Licensing News

Squishmallows & McDonald’s Debut Happy Meal Partnership

Jazwares Squishmallows McDonald's

Jazwares, one of the world’s fastest-growing toy companies, has announced a new collaboration with McDonald’s to bring its popular Squishmallows plush figures to Happy Meals around the world. Currently the #1 plush property in the U.S. and second best-selling toy brand overall, the McDonald’s Happy Meal offer will feature a total of 24 iconic Squishmallows plush toys with each participating market running 10-12 designs; The range includes exclusive and seasonally themed characters. The promotion kicks off in various markets this spring.


“In partnering with McDonald’s we are able to bring fans a 360-degree Squishmallows experience that includes exclusive digital playlists, and special edition Squishmallows that will create one of the most elevated Happy Meal programs to date,” said Gerhard Runken, Senior Vice President of Brand & Marketing at Jazwares. “Happy Meals have featured so many iconic brands throughout the years, and this is a tremendous milestone for Squishmallows as we join forces with McDonald’s, one of the world’s most trusted and recognized brands.”


The McDonald’s Happy Meal Squishmallows offer will include exclusive music playlists, powered by Universal Music Group, based on each plush character’s personality and  customers can access by scanning a QR code on toy packaging or the Happy Meal box. Themed playlists will capture the excitement and energy of each Squishmallows personality for an immersive musical experience featuring some of the world’s most renowned recording artists. The music playlists will support 14 of the 24 Squishmallows created for the program. 


“Bringing this partnership to life with an iconic brand like McDonalds and Jazwares, a standout in the toy industry, is truly filling our ambition to create a platform of music discovery for kids globally,” said Naomi McMahon, Executive Vice President, Strategic Marketing and Global Partnerships at Universal Music for Brands. 


“This Happy Meal campaign brings the worlds of McDonald’s, Squishmallows and music together to elevate the fan experience and evolve our iconic Happy Meal brand in culture.  Adding exclusive music playlists to our toys is a first for Happy Meal and we are extremely proud to collaborate with Jazwares’ Squishmallows, the #1 plush brand worldwide, and Universal Music Group on this initiative,” said Jennifer DelVecchio, Senior Director Global Campaigns and Alliances at McDonald’s.