CAPTAIN AMERICA PLUSH TOYS

Research showed that past Happy Meal Marvel programs had lower property appeal amongst girls. The lower appeal led to weaker toy interest and play value amongst girls, too. Our task was to create a universal toy program that is more gender neutral and so Captain America became the first Marvel plush program for McDonald's.

The styling for the toys led into friendly expressions, larger proportions to reference popular aesthetics in the toy market, and more female characters to resonate more with our girl audience.

Toy Illustrations

Plush Toys

Here come heroes that are ready to spread their wings and ascend to new heights! As a new face takes on Captain America, McDonald's is all set to help their tiniest customers rise high like the arches. So, suit up to discover this super plush lineup!

Toys in Retail

The toy photography led the retail execution for the Happy Meal campaign. By utilizing the plush toys, the campaign felt more gender neutral and playful across the customer journey experience.

In-Ground Sign

Merchandiser Frame and Insert

Vestibule Poster

In-Ground Sign

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Rig Drawings

Each character was simplified and separated out for easy animation. The Power-Up team then animated the characters for the Happy Meal digital experience.

CAPTAIN AMERICA PLUSH TOYS

Toy Illustrations

Plush Toys

Toys in Retail The toy photography led the retail execution for the Happy Meal campaign. By utilizing the plush toys, the campaign felt more gender neutral and playful across the customer journey experience.

Rig Drawings Each character was simplified and separated out for easy animation. The Power-Up team then animated the characters for the Happy Meal digital experience.

Toys in Retail

The toy photography led the retail execution for the Happy Meal campaign. By utilizing the plush toys, the campaign felt more gender neutral and playful across the customer journey experience.

Rig Drawings

Each character was simplified and separated out for easy animation. The Power-Up team then animated the characters for the Happy Meal digital experience.