Happy Meal Turns 25

By Benjy Lipsman in Food on Aug 18, 2004 9:31PM

While Chicagoist misses the boxes they used to come in, Oak Brook-based McDonald's is celebrating the 25th anniversary of Happy Meals this summer.

Pairing a child-sized meal with a little toy, McDonald's revolutionized kids meals by joining eating and entertainment. The idea was originally hatched by ad exec Bob Bernstein, as he watched his 9-year-old son staring at a cereal box every morning while eating breakfast. Having worked with McDonald's francisees for years he pitched the idea in reponse to a request for an idea that would make children want to come back to the Golden Arches.

"Happy Meals proved that you could actually 'brand' a meal and make kids harass their parents for it," said Adam Hanft, president of Hanft Raboy & Partners, a New York advertising and marketing firm. Over the years, Micky D's further branded the meals with a variety of tie-ins with toymakers and movies. As part of their 25th anniversary celebration, McDonald's is featuring McDonaldland character Beanie Babies in their Happy Meals. Chicagoist wants a Grimace the Bear...

Chicagoist's favorite Happy Meals were the ones with Hot Wheels cars and Legos. And what about your favorite Happy Meal toy? Bet you wish you still had it, because some people actually pay big bucks for some of them!