Happiness in a Red and Yellow Smiley Box
In a world where blind boxes are everywhere and nostalgia is “very in,” one major comeback (thanks to social media and TikTok) is McDonald’s. Technically, McDonald’s never left, but it’s having a serious moment right now. Why? Because adults are ordering Happy Meals again (also the Snack Wraps are back!! But we can focus on that another time). And it’s not just for the smaller portions or to save a few bucks. The real reason? The toys. Limited-edition, retro-inspired collectibles that have fans of the blind box trend totally hooked.
Trends come and go, but chains like McDonald’s have smartly tapped into our collective craving for childhood comfort. Remember how exciting it was to open that little red-and-yellow box as a kid? Now, that feeling is back but rebranded for grown-ups. Instead of Pokémon cards or Hot Wheels, today’s “adult” Happy Meals are filled with collectibles that hit home for ‘80s and ‘90s kids.
Recent drops have featured throwback collabs with Tamagotchi or Beanie Babies but they also market well to fit current pop culture favorites. Think: Hello Kitty x Teenage Mutant Ninja Turtles, BTS-themed sets, Jujutsu Kaisen figures, or even miniature McDonald’s equipment that your other toys can interact with. (And as a fellow blind box collector… yeah, I want them all too.). Some even come in sleek packaging marked “Adults Only”—not because they’re risqué, but because they’re clearly meant for grown-up collectors who lived through the golden age of these franchises. And brands are getting even more creative.
It’s not just about the good vibes either. A good majority of U.S. adults now say they order kids’ meals regularly—price is definitely a factor, but, yes, the nostalgia. With fast food prices constantly climbing, a $5 Happy Meal with fries, a burger, and a toy feels like a solid win.
The huge success of last year’s adult Happy Meal launch proved the demand is real. Stores sold out within days, and some toys flipped online for $30 or more. The hype was so big that McDonald’s confirmed they’ll keep dropping adult-oriented collectibles a couple of times a year. Other chains are catching on, too. Burger King brought back its “Big Kids Meal”, Wendy’s is testing a “Nostalgia Box,” and even Sonic and Chick-fil-A are experimenting with adult-leaning merch and experiences.
At the end of the day, it’s a perfect mix of smart marketing, economic practicality, and emotional payoff. When the world feels chaotic and expensive, there’s something genuinely comforting about getting a tiny toy in a cardboard box. Sometimes, it really does make a shitty day just a little bit better.
