McDonald's Unites Two Iconic Fandoms with A Minecraft Movie Meal and Happy Meal in Largest Global Campaign Yet
March 20, 2025
The following message was sent to the McDonald's System from Morgan Flatley.
For years, two of the most iconic fandoms in the universe have been shaping culture in their own ways – one, a best-selling, global gaming phenomenon with over 160 million active players worldwide; the other, an iconic restaurant company that serves delicious Feel-Good Moments to 68 million people globally every single day. And now, for the first time ever, these two worlds are coming together...
Two fandoms unite.
I’m thrilled to share our largest global campaign to date, A Minecraft Movie Meal and Happy Meal.
From crafting pixel-perfect replicas of our iconic Golden Arches to world-famous menu items, people of all ages have been showing their love for McDonald’s in Minecraft for over a decade. Now, we’re bringing the magic of the Overworld into the real world where fans will get to experience the food they love, reimagined through the Minecraft universe.
Inspired by fans’ imagination and timed with the highly anticipated global release of A Minecraft Movie, this campaign creates moments of joy for fans of all ages, bringing their McDonald’s Minecraft dreams to life with their favorite food, gameplay, McDonaldland characters, and now, the magic of the film. It’s a celebration of two massive fandoms united by iconicity and fueled by creativity, and you’re invited to be a part of it.
The campaign will be shared with fans later today, March 20, and will launch across 100 markets in the coming days.
Collectibles for All Ages
From adults to our youngest fans, everyone is invited to join in on the fun with our first-ever joint integration, which includes unique keepsakes and one-of-a-kind experiences for each meal. Combined with our craveable food, these offer an unmatched experience for every fan.
- A Minecraft Movie Meal stars one of six collectibles inspired by McDonald’s most beloved Characters and Menu Items and Minecraft lore – like the Grimace turned Grimace Egg inspired by the rare Minecraft Dragon egg, or the Big Mac turned Big Mac Crystal.
- A Minecraft Movie Happy Meal features one of 12 recognizable Blockhead or Block World character toys from the film and game.
Exclusive In-App and In-Game Experiences
Our invitation for fans to build extends into the digital world, as both A Minecraft Movie Meal and Happy Meal pair the physical and the virtual with unique digital experiences to further fuel fans’ creativity while driving guest counts.
Each collectible in A Minecraft Movie Meal (right) comes with a matching card and a scannable code that unlocks a special in-game Skin. Fans who purchase or redeem points through the McDonald’s App will receive an additional code to reveal an exclusive McDonald’s Add-On pack in Minecraft that gives players even more gameable enhancements and tools. In addition, every Happy Meal (left) also comes with a scannable code with access to a digital game where players can complete their very own quest in a McDonald’s-inspired A Minecraft Movie world.
This is a cultural moment. At a time when people are craving more from the brands they love, we’re changing the game for fans everywhere. For the first time ever your favorite game and favorite restaurant are part of the same universe – built with the fan at the center. I can’t wait to connect with our fans and break ground with one of the most beloved gaming communities in the world.
Let’s build this world together. Are you ready?
Morgan Flatley
Global Chief Marketing Officer and Head of New Business Ventures