We wanted to encapsulate the sense of joy, fun and community brought to us in our youth by the McDonald's playplace. This playplace was a major draw to McDonalds restaurants for all of us, giving us the freedom to pretend and have fun in a little world of our own every time we went to McDonalds. We’ve noticed over recent years that mobile technologies are becoming more and more common in the hands of kids, these powerful devices full of potential for fun and entertainment.
We worked to create an engaging experience that could replicate the magnitude of joy we found as kids when playing with friends in the PlayPlace. Integrating NFC into the toys included McDonalds happy meals, and creating a digital presence for them on top of the physical, kids will be even more excited when they open the box.