Opal and McDonald’s have teamed up to create vibrant and interactive Happy Meal boxes that showcase box office movie Space Jam: A New Legacy.
Aimed at engaging children, the Space Jam Happy Meal boxes, designed by Opal’s Innovation and Design (I&D) team, feature the interactive elements of a pop-out basketball and hoop, against a background.
“Demonstrating Opal’s integrated value chain, our Innovation and Design (I&D) and Australia and New Zealand Cartons teams partnered to produce the finished Happy Meal boxes for McDonald’s,” said JD Wong, innovation and design manager, Opal.
Opal’s I&D team was selected to create the boxes after responding to a brief from McDonald’s with unique and high-quality design concepts. The Happy Meal box design needed to meet the iconic Happy Meal shape and help drive brand satisfaction and customer engagement to support McDonald’s as the family restaurant of choice.
The Opal I&D team worked through an ideation process with McDonald’s and presented concept designs for consideration, which included the ease of putting the packaging together safely and efficiently by McDonald’s crew members.
“In collaboration with our cartons team, we worked to bring the interactive Happy Meal box design and prototype to life,” said Wong, explaining that the boxes were produced using a single substrate, to ensured that they could be easily assembled by McDonald’s in-restaurant team members.
The Opal I&D team looked at elevating the interaction and purpose of the packaging through a combination of creativity and gamification, which resulted in the interactive Space Jam Happy Meal with a pop-out basketball, hoop and background.
The box created a fun activity for children to interact with, by aiming to score by either throwing or slam dunking the ball into the hoop, which Lang says “promotes creativity and hand-eye coordination through non-digital gamification”.
Opal has collaborated with McDonald’s on several Happy Meal promotional projects that showcase box office feature film releases.
As a result of the popularity and success of the Space Jam Happy Meal box, Opal has worked with McDonald’s to design a series of additional Happy Meal boxes including Mr Men & Little Miss and Minions.
