McDonald’s gives its Happy Meal toys a makeover

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For young McDonald’s customers, this means that instead of a few plastic figurines, they get 3D paper toys that they can put together themselves. Some paper toys, such as Pokémon trading cards, are already on the US market. More options, including board games with swapped traditional plastic pieces and other types of toys, will appear in US Happy Meals in January.

McDonald’s commitment marks the latest evolution in the Happy Meal program, which was introduced in 1979 and has been the subject of controversy over the years. Over the past decade, the company has also tweaked its Happy Meal menu to make it healthier. This is how it promised in 2018: remove cheeseburgers off the menu in 2022.

McDonald’s made changes to its Happy Meal toys a few years ago in the wake of reactions from consumers concerned about plastic waste generated by the toys.

2019, McDonald’s (MCD) started testing books, board games and stuffed animals in Happy Meals in the UK. As of this year, Happy Meals in the UK and Ireland no more toys made from non-recycled or non-renewable hard plastics. The company has also started offering books and toys made from paper throughout the region this year avoid plastic altogether. And from February Happy Meals in France no more with plastic toys. Thanks to its efforts, McDonald’s has been able to reduce its use of virgin plastic, made with fossil fuels, by 30% since 2018, the company said. It now aims for a 90% reduction in 2025 compared to 2018.
The announcement follows a 2019 Burger King pledge to eliminate non-biodegradable plastic toys worldwide by the end of 2025.
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When asked at a press conference whether the pledges were made in response to reactions from consumers, including the UK petition, McDonald’s Chief Sustainability Officer Jenny McColloch noted that some changes were made prior to 2019.

“We’ve had innovation in our toys for quite some time,” she said, adding that in some cases the company “started introducing some of these more sustainable materials as early as 2018.” our customers and our families, and understand where we can do better,” she added.

McDonald’s also said in the briefing that the transition to new materials was a huge undertaking, selling more than a billion toys a year. The new toys don’t cost franchisees more than the old ones.

Major companies, including Burger King and McDonald’s, are also responding to customer concerns about plastic waste by testing reusable packaging in certain markets. McDonald’s has set a 2018 goal of reducing greenhouse gas emissions from its offices and restaurants by 36% between 2015 and 2030.

Sources

1/ https://Google.com/

2/ https://www.cnn.com/2021/09/21/business/mcdonalds-happy-meal-toys-plastics/index.html

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