We turned TOYS into FONTS!

to connect with kids, spread the news and help the environment.

McDonald’s Japan’s Happy Meal Toy Recycling Program placed

in every restaurant, nearly 3000 toy collection boxes in all.

We showcased art posters at key locations in stores

to attract the attention of kids and parents.

Inspired by traditional Japanese wooden toys

such as the Daruma doll (founded in Zen Buddhism)

the poster designs recycled the past

to ignite interest in the future.

And the work changed minds.

Surveys showed 81% of moms believe that

McDonald’s is concerned about the environment.

79% of them thought that McDonald’s

contributes positively to the local community and society.

The posters captured a staggering amount of attention.

In just two months, 1.2 million toys were collected.

The toys were transformed into over 100,000 trays.

Posters proved so popular, they were requested

by delighted kids in restaurants all across Japan.

McDonald’s wanted to connect with kids to help the environment

and create a fun engagement in which parents could share.

We heard from some moms that old Happy Meal toys often pile up,

causing stress, and difficulty in getting kids to relinquish the toys.

Our solution was to design the Happy Meal Toy Recycling Program.

And to spread the news we enlisted a distinctive artistic style for the

store posters that turned TOYS INTO FONTS! Inspired by traditional

Japanese wooden toys such as the Daruma doll, the playful design

recycled depictions from the past to ignite interest in the future.

The striking art direction, unexpected for McDonald’s restaurants,

caused considerable reactions from our customers – especially kids.

The posters captured a staggering amount of attention. In just two months,

1.2 million toys were collected and transformed into over 100,000 trays!

And the work changed minds. Surveys showed 81% of moms believe that McDonald’s

is concerned about the environment. And 79% of them thought that McDonald’s

contributes positively to the local community and society.

The success has galvanized other markets to extend the program